Re-branding retells a company

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If so, you may be amonh those who have taken note as oneof America’s iconix brands — — decided to change the longtimes look on the juice’s package, only to pull a quick about-facer and bring it back again. In January, Tropicansa replaced the venerable orange and protrudingf straw with an imags of a tall glass of juics wrapped around the side ofthe box. Tropicansa also altered the type style and positioning of the wordss onthe carton. Then all hell broke loose. Consumers complainedf immediatelyand loudly.
They blogged, twittered, e-mailedf and called to say the new packaginy made it more difficult to find theitr favorite juice on the shelves and to determine what type of juicd was in thecartonb (some pulp, extra pulp, just a hint of no pulp, orange-banana, orange-pineapple and so forth ). In coverinh this case of re-branding gone bad, New York Times advertisinfg columnist Stuart Elliot calledit Pepsi’s version of “New Coke” ( Inc.
owns and quoted Tropicana executive NeilCampbell saying, “We underestimatexd the deep emotional bond” that consumers had with the original Tropicana told the Times that only a tiny fractio n of consumers actually complained, but even so the companty took action and went back to the old packagin g because, officials said, they valu e the opinion of theid most loyal consumers. Theres is a lot to be learned and certainly not all of it bad for After all, who doesn’t want theier customers to have a “deep emotional bond” with theirt brand?
I am sure there also was somethingb life-affirming about the whole experience for the brancd team at Tropicana and its agency people really care about this Wouldn’t it be far worse if Tropicana dramaticallyg changed its look on the shelves and no one noticed That might spell real Interestingly, the problem was not aboutg design as much as it was about the functionality of the Consumers said they literally couldn’t find their belovedf brand of juice. As they scanned the shelve s for a bright orange with a straw and the familiahorizontal lettering, the new look just didn’t “pop.
” Thinkintg about the Tropicana situation providesw a great opportunity to look at your own brand and your Specifically, what is the poinft of a re-brand? When is the righg time for a re-brand? And how can you avoidx missteps that will alienate or annoh your customers? In the case of Tropicana, I’m guessing the braned managers and their agency, Arnell, decided it was time to shakew things up. Brands evolve over time. Smartg businesses update a brand’s look and feel so they don’gt go stale. New looks, new new logos often catch the consumer’s eye in a good way.
The Tropicanza change also came as other brandxs under the PepsiCobanner — including Pepsi itselv — underwent a facelift to provide a new look and In hindsight, perhaps a betterd approach for Tropicana would have been to keep the iconi c orange and straw but present it in a differenrt way. Doing so might have sent a signal to consumers that Tropicana is keeping up and changing with the but not abandoningits roots. When you thinkk about your business and wonder whena re-brandinyg might make sense, ask yourselgf these questions: Have the fundamental offerings of my business changed sincs we first created the brand identity?
Have we gone through any majo merger and acquisition activity?