Differentiation in the Sea of Sameness 👑

Heritage, ritual, and tradition. The common perception is that a brand with a link to heritage and craft almost immediately achieves a veneer of rarity. This mechanism is often used in retrofit manner, with brands (and entire regions) clamoring to emphasize their provenance and heritage. Brand founders are often elevated to the level of artists. A

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In light of this seeming conflict, what can we learn from Crocs — and from other brands that have engineered varying rebirths? Are there shared factors across consumer companies that lead to resilience across trend cycles and longer periods of time?