(单词翻译:单击)
So it was actually just a celebrity who liked the product initially.
最初只需要一个喜欢这个产品的名人。
Is that how consumer brands should go about finding endorsers or influencers to be brand ambassadors?
消费品牌应该就这样寻找代言人或网红担当品牌大使吗?
Well, sure. At the time, Crocs was a meme. The meme was those holes are where your dignity leaks out.
嗯, 当然可以。当时，Crocs洞洞鞋是一个热梗。这个热梗是，这些洞是你尊严泄露的地方。
We knew, and certainly I knew, that we had a classic, we just needed to create more relevance for the brand.
我们知道，当然我也知道，我们有一个传统项目，我们只需要为这个品牌创造更多的相关性。
We didn’t have an awareness problem at Crocs, we had a relevance opportunity.
我们在Crocs没有意识上的问题，我们有一个相关性的机会。
And so, Post Malone was that real quick injection of relevance, and once he was on board, it allowed me to call almost any artist or any brand to collaborate.
波兹·马龙则是为这个产品快速注入相关性的人，一旦他加入这个活动，我就可以联系几乎任何艺术家或任何品牌来合作。
As an example, I was in Asia, and I saw the popularity of Kentucky Fried Chicken in Asia, and I reached out to the CMO of Kentucky Fried Chicken via LinkedIn while in Asia, asked him if he’d be interested in a Crocs KFC collaboration, and sure enough, you can go online today, you’ll see those for $300, $400, in the secondary market today.
举个例子，我当时在亚洲，我看到肯德基在亚洲很受欢迎，我通过LinkedIn联系了肯德基的首席营销官，问他是否有兴趣将Crocs与肯德基联名，当然可以，你今天就可以在网上，在二级市场上，看到这些联名款洞洞鞋售价300到400美元。
So that hype became something that had its own inertia.
这种炒作有其自身的惯性。
So it sounds like you have to have an awareness of the people and other brands that your ideal consumers care about, and then you establish and make those relationships happen, and that can work for any consumer brand?
听起来，你必须了解理想消费者所关心的人和品牌，并将它们建立关系，实现这种关联，这对任何消费品牌都适用吗?
I’d like to think so, it might not be that easy.
我想是的，但可能没那么容易。
It starts with a risk, we took a risk.
一开始就有风险，我们冒了风险。
Crocs had been, I would say, fledgling for quite some time, and still it was a very young brand, but it had its moment back in the early 2000s, and really was just, I would say, floating along.
我得说，Crocs长期以来发展并不成熟，它仍是一个非常年轻的品牌，但它在21世纪初有了辉煌时刻，我得说，它真的只是随波逐流。
And we took a risk, Post Malone was a risk, especially at the time.
我们冒了风险，波兹·马龙就是个风险，尤其是在那个时候。
He hadn’t quite reached the level of popularity that he enjoys today and he’s earned today, but a brand took a risk on that artist, and it sure paid off.
他的人气还远远没有达到现在享有的、获得的这么高的水平，不过，一个品牌在这位艺术家身上冒了风险，也肯定得到了回报。
Yeah, and for those who don’t know Post Malone, he has tattoos all over his face.
是啊，不了解波兹·马龙的人都知道，他满脸都是纹身。
It’s definitely not someone I would intuitively associate with a brand like Crocs.
我绝对无法凭直觉就把这个人与Crocs这样的品牌联系在一起。
Correct, but it was real. And his fandom for Crocs was authentic, and his fans knew that. That’s also what’s happened at Stanley.
没错，但有联系是真的。波兹对Crocs洞洞鞋的狂热是真的，他的粉丝们知道这一点。Stanley杯子的营销也是如此。
When you have that authenticity, you have gold, that you can’t really manufacture, as hard as you try.
当拥有了这种真实的联系，就拥有了黄金，不管你怎么努力，你无法真正制造出来联系。
And we had something that was risky at the time, walking into senior leadership at Crocs to tell them we should be betting on Post Malone was a bit of a career risk for me, I’m sure.
我们当时做了一些有风险的事情，走进Crocs的高层，告诉他们我们应该把赌注押在波兹·马龙身上，我敢肯定，这对我来说有职业风险。
Taking that risk and listening was the key.
冒险和倾听是关键。
Listening to that young associate who had her finger on the pulse of culture, listening to Post Malone’s fans, and then on and on it went.
倾听那个紧跟文化风向的年轻同事说了什么，倾听波兹·马龙的粉丝说了什么，一直倾听下去。
