Case study: Crocs appeal
Marshall Ross Cramer-Krasselt
It's a CEO's dream: a product catches fire almost by accident and then takes off like a rocket, seemingly able to soar without the cost of marketing. But then you wake up and realise that the growth would have limits and the product's story was being written by others – others who don't like you.
This is the dream-to-nightmare scenario that global footwear maker Crocs recently experienced. A euphoric high, and then a slam back to Earth. But it's also an example of how fast-acting the power of story can be. Just...