A change in the packaging of orange juice cost the company tens of millions earlier this year. What does this tell you about the importance of branding for your product?
Tropicana blunder shows importance of brand consistency
Posted by ShawnHessinger under MarketingFrom http://www.intuitive.com 5447 days ago
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5446 days ago
Thanks for the comment. I think the idea isn't so much that businesses should be afraid to change, but that they should avoid changing for change sake. In this case, I'd argue packaging added little or no value to the product. Like an advertising slogan, it's an attempt to communicate the idea that something is different when, in fact, nothing is. Customers are sophisticated enough to get this subtle often unintended message. They're happy with a classic unless you've got a genuinely better idea.
5447 days ago