Cup maker Stanley has gotten a lot of attention over the past year on many different fronts. The big story is how consumers have responded to the tumblers and the sheer fandom that has caused them to sell out. Target employees have even gotten fired over them.

Another side of the story is from the marketing case study perspective, as commentators note the rapid growth the more than 100-year-old brand has had in the past five years once it started specifically catering to a new audience. In this case, that audience is largely female.

No matter which way you look at what's been happening with the Stanley brand, it is important to note that the Stanley cup's rapid growth is another proof point that underrepresented and underserved audiences are really growth levers for your brand. Simply put, when you expand your idea of who has the problem that your business solves to more identities, you'll find that being inclusive will increase your revenue.

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