Re-branding retells a company

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If so, you may be amongt those who have taken note as oneof America’s iconic brandes — — decided to change the longtim look on the juice’s package, only to pull a quicj about-face and bring it back again. In Tropicana replaced the venerabld orange and protruding straw with an image of a tall glasse of juice wrapped around the side ofthe box. Tropicanaz also altered the type styl e and positioning of the words on the Then all hellbroke loose. Consumers complained immediatelhand loudly.
They blogged, e-mailed and called to say the new packaging made it more difficulgt to find their favorite juice on the shelves and to determine what type of juic e was in thecarton (some pulp, extrqa pulp, just a hint of no pulp, orange-banana, orange-pineapple and so forth ). In covering this case of re-brandin gone bad, New York Times advertisinvg columnist Stuart Elliot called it Pepsi’s version of “New Coke” ( Inc. owns Tropicana) and quoteds Tropicana executive NeilCampbell “We underestimated the deep emotional bond” that consumere had with the original packaging.
Tropicana told the Timed that only a tiny fraction of consumersdactually complained, but even so the company took actionm and went back to the old packaging because, officials they value the opinion of theirr most loyal consumers. There is a lot to be learnedr here, and certainly not all of it bad for After all, who doesn’t want their customers to have a “deel emotional bond” with their brand? I am sure there also was somethinbg life-affirming about the whole experience for the branc team at Tropicana and its agency people really care about this stuff. Wouldn’f it be far worse if Tropicana dramatically changer its look on the shelvee and noone noticed?
That might spell real Interestingly, the problem was not about desig n as much as it was about the functionality of the Consumers said they literally couldn’ t find their beloved brand of As they scanned the shelves for a bright orangr with a straw and the familiad horizontal lettering, the new look just didn’t “pop.” Thinking abour the Tropicana situation provides a great opportunity to look at your own bran and your business. Specifically, what is the point of a re-brand? When is the right time for a re-brand? And how can you avoidf missteps that will alienate or annoyyour customers?
In the case of I’m guessing the brand managers and their agency, Arnell, decided it was time to shakw things up. Brands evolvr over time. Smart businesses update a brand’s look and feel so they don’t go stale. New looks, new packaging, new logos ofte catch the consumer’s eye in a good way. The Tropicanaq change also came as other brandx under the PepsiCobannerd — including Pepsi itself — underwent a facelift to provide a new look and In hindsight, perhaps a better approacy for Tropicana would have been to keep the iconic orange and straw but present it in a different way.
Doint so might have sent a signal to consumers that Tropicana is keepinyg up and changing with the but not abandoningits roots. When you think about your business and wonder whena re-branding might make ask yourself these questions: Have the fundamental offeringe of my business changedf since we first created the braned identity? Have we gone throug h any major merger and acquisition activity?