Friday, 23. October 2009
Topic: STRANGE - on October 23, 2009 at 12:52:00 PM CEST
How Crocs Crashed
Success is sometimes your own worst enemy. Just ask the management and stockholders at Crocs.
A hot brand ends up in one of two different ways. It burns bright too fast and fizzles. Brands like this are known as fads. Or a brand burns hot then continues at a steady simmer. Brands like this are known as iconic.
Believe it or not, whether your brand will become a fad or an icon depends on your strategy more than you think. The good news is the fate of your brand is very much in your control. The bad news is it may be too late for Crocs.
