Proven Feel Good
Posted February 23, 2009on:
For the year 2006, Time Magazine named “You” as the person of the year. It was the first time a specific person was not named – but rather the collective power of all of us as people. We were a young company then – growing by the minute but we definitely understood the power of people. It was YOU who energized us to go to work everyday. It was YOU who helped us grow into over 90 countries. It was YOU, as the collective power of the Crocs Community, that proved to the world that a little company founded in Boulder, Colorado could become a worldwide sensation – sharing our feel good products with over 100 million people.
Fortunate for us, it was also YOU that provided us guidance in developing the Crocs™ brand and helping set the stage for an exciting future. In many ways, our new brand platform, was built by YOU. It was your testimonials that informed us of the ever growing active uses of our footwear and feel good experiences that Crocs™ advocates constantly seek. It was your captivating photograph narratives on sites like Flickr® that inspired us of the optimism and fun celebrated in the Crocs™ Community. It was your devotion to our products that motivated and empowered us to reach new heights.
What words can best describe this brand movement by the collective Crocs™ community? Again, we didn’t have to look far. Your experiences and actions depicted a statement we felt truly brought our new brand platform to life: Proven Feel Good. If you’re a fan of our shoes, you understand what that means – but I’ll explain to those people discovering Crocs™ shoes for the first time.
The Feel Good encompasses many elements. We’ll start with comfort – the number one word used to describe our shoes. From the very beginning, our messaging to customers was simple – “You gotta try ‘em on!” We let the unexpected comfort found in our uniquely designed shoes do all the talking and immediately convert anybody into a Crocs™ advocate. Comfort is still the foundation of our product development and its craftily incorporated into all models found in our growing product line.
Feel Good also represents the active, fun, and lively experiences captured by YOU, our Crocs™ Community. The Crocs Blog, testimonials, and Flick® photographs have provided a glimpse into these Feel Good stories that you have shared with us: Travel excursions to the most beautiful and remote corners of the earth; Special times shared with loving family, friends, and even pets. New experiences in life; Endless determination to conquer obstacles that were believed to be impossible; Volunteerism to help the greater good; The belief that being active and optimistic makes you Feel Good and makes others Feel Good around you.
And that brings us to Proven. Over 100 million people have invited the Crocs™ brand into their lives. First, we are humbly gratified that such a large number of people across the globe have made the choice to wear such a special and unique product. We also like to think of this as Proof that our distinct product collections have made a positive and Feel Good impact on this world.
If you’re looking for more proof, we have it. We have invested heavily into research and development to innovate our renowned comfort and health benefits in our product offerings – which always starts with our proprietary closed-cell resin Croslite. To ensure we are achieving our objectives, we are regularly testing our products in a variety of areas. This includes numerous certifications by the U.S. Ergonomics (Council), American Podiatric Medical Association, as well as testing by the Michigan State Bio-mechanics Lab on recovery benefits and many other specialized testing labs. We believe these lab results, coupled with your real-life testimonials, are living Proof that we are providing YOU, our brand ambassadors, with a unique and powerful brand that delivers on its Feel Good pledge.
For the rest of the week, we’ll be sharing elements of Proven Feel Good. This includes a close look at our advertising campaigns, behind-the-scene stories, and everything we can come up with. Most importantly, you’ll see how your support provided the inspiriting and ideas that I just mentioned. We will be sharing stories from the Crocs Community and looking for new and innovative ways for us to foster Proven Feel Good together.