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Why All Brands Should Study Stanley Cup CEO Terence Reilly's Marketing Masterclass

Forbes

1.4M Views . 2024-03-06

Every so often, product marketing creates such a frenzy it becomes its own cultural moment - think Adidas Stan Smiths, Old Spice and Pokémon Go. The Stanley Cup phenomenon definitely fits the bill and is a masterclass in the power of well timed marketing and brand hype. This case study centers on one man, Terence Reilly, who was also responsible for turning Crocs into must have footwear. In this video, Forbes spoke with a number of product marketing experts to dissect what made the Stanley Cup a must have. Subscribe to FORBES: https://www.youtube.com/user/Forbes?sub_confirmation=1 Fuel your success with Forbes. Gain unlimited access to premium journalism, including breaking news, groundbreaking in-depth reported stories, daily digests and more. Plus, members get a front-row seat at members-only events with leading thinkers and doers, access to premium video that can help you get ahead, an ad-light experience, early access to select products including NFT drops and more: https://account.forbes.com/membership/?utm_source=youtube&utm_medium=display&utm_campaign=growth_non-sub_paid_subscribe_ytdescript Stay Connected Forbes newsletters: https://newsletters.editorial.forbes.com Forbes on Facebook: http://fb.com/forbes Forbes Video on Twitter: http://www.twitter.com/forbes Forbes Video on Instagram: http://instagram.com/forbes More From Forbes: http://forbes.com Forbes covers the intersection of entrepreneurship, wealth, technology, business and lifestyle with a focus on people and success.

Stanley Cups have seen a surge in popularity thanks to TikTok, with their revenue increasing dramatically. This success can be attributed to effective marketing that leverages cultural trends and fosters a sense of community among users, similar to the strategy employed by showerhead company Jolie.

Stanley Cup
Marketing
TikTok
Community

  • Stanley Cups are a hot product in 2024 despite not being a predicted trend in 1994, largely due to TikTok's influence.
  • Stanley's revenue jumped from $74 million in 2019 to $750 million in 2023, highlighting the brand's successful marketing strategy that leverages cultural momentum and creates a sense of community.

Insights from the YouTube Video Critique:

1. The Power of "Community" in Marketing:

  • Insight: The video argues that Stanley Cup's success lies not just in the product itself, but in the community it cultivates. The "in" crowd with a Stanley Cup signifies a shared sense of belonging and cool. This mirrors the success of brands like Jolie, where people brag about owning the product and feel part of a community.
  • Question: How can brands leverage this sense of community to drive consumer engagement and loyalty?

2. The "Co-Created" Brand Identity:

  • Insight: The video highlights how Stanley Cup effectively utilizes co-creation by partnering with content creators on

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