Comments on: Can the Crocs brand step out beyond footwear? http://tenayagroup.com/blog/2007/10/03/can-the-crocs-brand-step-out-beyond-footwear/ Brian Phipps on next-generation brands: Thu, 20 Nov 2008 14:16:15 +0000 http://wordpress.org/?v=2.0 by: Brian Phipps http://tenayagroup.com/blog/2007/10/03/can-the-crocs-brand-step-out-beyond-footwear/#comment-35171 Tue, 06 Nov 2007 03:33:51 +0000 http://tenayagroup.com/blog/2007/10/03/can-the-crocs-brand-step-out-beyond-footwear/#comment-35171 Ben -- Thanks for your comment (and sorry for this belated response). I agree with you that one of Crocs major hurdles is to fuse innovation into the brand. The problem they face is that they are starting with a product---a funky foam shoe---that has a limited innovation upside. There are only so many ways you can slice and dice the permutations of such a product. My point would be that ultimately it's fruitless (brandwise) to approach the customer through the shoe. Being a "fun" product also limits their brand horizon. As I see it, the Crocs brand needs customer innovation more than it needs product innovation. Instead of being a brand of "footwear," or "croslite," Crocs has to become the brand of a new kind of customer. I say this even as a lot of my friends love their Crocs and wear them year around, everywhere. Of course, in San Francisco that's not too hard. Ben –
Thanks for your comment (and sorry for this belated response). I agree with you that one of Crocs major hurdles is to fuse innovation into the brand. The problem they face is that they are starting with a product—a funky foam shoe—that has a limited innovation upside. There are only so many ways you can slice and dice the permutations of such a product. My point would be that ultimately it’s fruitless (brandwise) to approach the customer through the shoe. Being a “fun” product also limits their brand horizon.

As I see it, the Crocs brand needs customer innovation more than it needs product innovation. Instead of being a brand of “footwear,” or “croslite,” Crocs has to become the brand of a new kind of customer.

I say this even as a lot of my friends love their Crocs and wear them year around, everywhere. Of course, in San Francisco that’s not too hard.

]]> by: Ben Bacon http://tenayagroup.com/blog/2007/10/03/can-the-crocs-brand-step-out-beyond-footwear/#comment-33043 Mon, 15 Oct 2007 21:39:24 +0000 http://tenayagroup.com/blog/2007/10/03/can-the-crocs-brand-step-out-beyond-footwear/#comment-33043 Honestly, why must nearly every strong brand line-extend itself? Crocs has made a strong niche for themselves by being first in their category (whatever it exactly is), and by appealing to smaller venues (like volleyball and folk artists). Crocs are the categorical generic for spongy flip-flops (or whatever they would call them). If I say "what are Crocs?" they response will come back, 100 times out of 100, "those crazy, ugly flip-flop things." By expanding their line, they are weakening their core. The idea of Mammoth Crocs could be a winner, but moving north of the foot is uncharted (and frankly unwelcome) territory. By expanding their base to include the major four sports (baseball, basketball, football, and hockey), they are abandoning the very crowd which has made them into a cultural phenomenon. Brands die. If Crocs are indeed a pair of Zubaz for your feet, then they will die their natural death. Crocs needs to realize that, and instead of fighting it, pour their money into their next innovation, and into their next brand name. What should Crocs do? Slow down everything! Feed a fad, it will explode. Starve a fad, and it will stay for a long, long time. Beanie Babies are one of the greatest examples of starving a fad. The "shortage" of Beanie Babies was nothing more than clever marketing, after all! Alas, one can buy Crocs at every turn. They have brought the crash of the fad upon themselves, all in the name of greed and growth! Shame on a brand! Honestly, why must nearly every strong brand line-extend itself? Crocs has made a strong niche for themselves by being first in their category (whatever it exactly is), and by appealing to smaller venues (like volleyball and folk artists).

Crocs are the categorical generic for spongy flip-flops (or whatever they would call them). If I say “what are Crocs?” they response will come back, 100 times out of 100, “those crazy, ugly flip-flop things.” By expanding their line, they are weakening their core. The idea of Mammoth Crocs could be a winner, but moving north of the foot is uncharted (and frankly unwelcome) territory.

By expanding their base to include the major four sports (baseball, basketball, football, and hockey), they are abandoning the very crowd which has made them into a cultural phenomenon.

Brands die. If Crocs are indeed a pair of Zubaz for your feet, then they will die their natural death. Crocs needs to realize that, and instead of fighting it, pour their money into their next innovation, and into their next brand name.

What should Crocs do? Slow down everything! Feed a fad, it will explode. Starve a fad, and it will stay for a long, long time. Beanie Babies are one of the greatest examples of starving a fad. The “shortage” of Beanie Babies was nothing more than clever marketing, after all! Alas, one can buy Crocs at every turn. They have brought the crash of the fad upon themselves, all in the name of greed and growth! Shame on a brand!

]]> by: Kid Product » Blog Archive » Can the Crocs brand step out beyond footwear? http://tenayagroup.com/blog/2007/10/03/can-the-crocs-brand-step-out-beyond-footwear/#comment-32284 Thu, 04 Oct 2007 03:58:34 +0000 http://tenayagroup.com/blog/2007/10/03/can-the-crocs-brand-step-out-beyond-footwear/#comment-32284 [...] Can the Crocs brand step out beyond footwear? When a business launches with an iconic product, it may discover, sometime down the road, that the product is on the verge of icon wear-out. Business growth slows. It’s in these situations that the brand must come to the rescue. That’s because the brand (when properly conceived) includes… [...] […] Can the Crocs brand step out beyond footwear? When a business launches with an iconic product, it may discover, sometime down the road, that the product is on the verge of icon wear-out. Business growth slows. It’s in these situations that the brand must come to the rescue. That’s because the brand (when properly conceived) includes… […]

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