Can Stanley avoid the ‘Ugg trap’? Only if it can embrace the silly

Amid the height of its newfound cultural success, how can Stanley avoid falling into the ‘Ugg trap’?

The Drum spoke to co-founder and CSO Michelle Du-Prât about the Stanley-cup-phenomenon and how embracing the it’s fan grown ecosystem is key to the brand’s next steps:

“Stanley needs to understand the true diversity of how it can appeal in so many different ways and create the experiences and communities that live around those different fandoms; that’s the opportunity. There’s so much fear that Stanley is going to move away from its core audience but it is a product that everyone can enjoy but in different ways.”

Read it here

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