How does a century-old brand stay relevant when social moves fast? Let’s talk about “how it started'' vs. “how it’s going.” Spoiler alert: TikTok and Creators are at the heart of Stanley’s classic brand, helping it evolve from a 110-year-old outdoor brand earning $70M in 2019 to a $750M brand and the #1 gift of 2023.

This panel will discuss the impact of co-creation, breaking a few rules in new channels, having the courage to take risks as a brand marketer, and yes . . . car fires, Utah moms, and Gen Z. We’ll answer the question: when a product goes viral, how do brands bottle the lightning?