Stanley Cups - from rugged uses to a stylish collectible
Update: 2025-11-18
Description
Launched in 1913, the Stanley Cup was marketed for its rugged uses by cops, defense personnel, and those engaged in outdoor activities. It remained a reliable but niche brand for its niche uses for over a hundred years. And then, by a stroke of luck, Stanley pivoted its marketing to appeal to a wider audience. What did they really do? What was this stroke of luck?
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