Welcome to the HBR IdeaCast from Harvard Business Review. I'm Alison Beard.

A few years ago, I noticed a weird thing, Crocs, those rubbery boat shoes that you used to see mostly on little kids, were suddenly extremely popular with teenagers.

My kids' middle and high school friends were all wearing them everywhere, in lots of styles and colors, with socks and without.

Then, earlier this year, the same thing happened with a different product: Stanley insulated mugs.

This was a brand I knew from growing up.

They made bottles that you usually brought outdoors, but now my 13-year-old daughter's entire city and suburban crew was buying the Quencher, a 30 ounce mug with a big handle and straw, in different pastel shades, and carrying them around almost like trophies.

I began to wonder, how do consumer goods like these suddenly move from under the radar, or even uncool, to totally trendy?

Well, there's no better person to ask than our guest today.

Terence Reilly was the chief marketing officer of Crocs during its resurgence, and he's now the president of Stanley.

When I found out that he was there to shape the strategies that led to such success for both companies, I wanted to talk to him about how he did it. Terence, welcome.