Piggybacking to Success

Jibbitz Accessorizes Crocs

Jim Champy

Every so often, a new product or old brand is so novel or exciting that it creates a groundswell, a mystique, a whole subculture of loyal customers avid to buy anything related to the sacred brand. At the luxury level, think Porsche, Rolex, Tiffany, Wedgewood, and Purdy shotguns. At another level, think Harley-Davidson, NASCAR, Budweiser, Silverado, the New England Patriots, and the U.S. Marine Corps. Such names become symbols, freighted with power and meaning for true believers. Some of their fans would happily wear the logos printed on their clothes, from caps to boxer shorts to sneakers. ...

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