Crocs used to be known for their "ugly" shoes that consumers considered to be an eyesore. But after pulling off a brilliant brand move, Crocs went from ugly to vogue and started generating billions in revenue.

How did they pull off this magnificent brand transformation? What are the underlying consumer psychology mechanisms that made it possible? And what can other brands learn from their transformation?

In this week's episode, I discuss how focusing on changing consumer attitude before trying to change consumer behavior helped Crocs transform their brand. You can learn more about my work by visiting www.adlantica.com.