| | JULY 20234Founded 21 years ago, Crocs, which makes a clog-style colorful shoe out of unique rubber-like material, were mostly viewed as absurd, barring children. Indeed, it is seldom known that Crocs served a real, practical purpose to many healthcare employees, including nurses. For decades that followed, the brand couldn't catch a break even when it tried to adapt its shoes for practical use cases like golfing.But things did a textbook turnaround after a major restructuring in 2014 under the then-new CEO Andrew Rees. Today, while many brands took a huge blow from the pandemic, Crocs has continued from strength to strength. The company's stock has risen by more than 130 percent over the past year, and annual sales are up some 200 percent since 2019. A huge chunk of credit goes to Heidi Cooley, Crocs's senior vice president and chief marketing officer. Just like in the past, Crocs benefitted from its multifarious partnerships with brands, including Palace and MCM, and partnerships with celebrities, such as Justin Bieber and Post Malone. It is interesting to note that Cooley shifted the company's approach last year from its elevated cultural status to focus more on its own mainline releases, such as the hiking-focused 'All Terrain' range and its Crush sandals. "We are very confident being ugly," Cooley said in an interview with the National Retail Federation last year. CMOs worldwide can take a lesson or two from Cooley's approach, footed firmly in what the brand represents and collaboration. In this issue, we unfold some more stories from the global marketing realm.Sujith VasudevanManaging Editoreditor@ceoinsightsindia.comThe Art of Maintaining an OG Persona EditorialVol 04 · Issue 5 - 1 · JULY, 2023 Publisher Alok ChaturvediSenior Designer Girisha M Asokan S. V. Vayshnavi P. D.NoidaRohit Raghubanshi Garima Anandadvertise@ceoinsightsindia.comEditorial queries editor@ceoinsightsindia.comAdvertising ManagersAbhay Katiyar To subscribeVisit https://www.ceoinsightsindia.com/subscribe/ or send emailto subscription@ceoinsightsindia.comMagazine Price is Rs. 150 per issuePublisher Alok ChaturvediPrinted and Published By Alok Chaturvedi on behalf of Info Connect Web Technolo-gies India Pvt. Ltd., and Printed at Precision Fototype Services at Sri Sabari Shopping Complex, 24 Residency Road Bangalore-560025 and Published At No. 124, 2nd Floor, Surya Chambers, Old Airport Road, Murugeshpalya, Bangalore-560017.Copyright © 2023 Info Connect Web Technologies India Pvt. Ltd., All rights reserved. Reproduction in whole or part of any text, photography or illustrations without written permission from the publisher is prohibited. The publisher assumes no responsibility for unsolicited manuscripts, photographs or illustrations. Views and opinions expressed in this publication are not necessarily those of the magazine and accordingly, no liability is assumed by the publisher.VP - Sales & Marketing Amrit SinghCirculation Manager Magendran Perumal Editorial Heena Kousar Keerthana Kantharaj Roopalatha H Hima P. M. Managing Editor Sujith Vasudevan
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