I think too often branding work is approached an an intellectual exercise where you can shift your brand however you want and lead your customers around by the nose. I have participated in too many of those exercises where the trust and values that are developed between the brand and their customers isn’t taken into consideration. About a month ago I wrote about how Tropicana re-branded themselves and recreated their packaging and results created a huge consumer backlash. Tropicana quickly said they were going to scrap the packaging which at the time seemed like solely a branding move but numbers released today also show they moved so quickly because the backlash was against more than the packaging. After the redesign sales of the whole Tropicana Pure Premium line plummeted 20% between Jan. 1 and Feb. 22 which cost the brand somewhere in the neighborhood of $33 million in sales. All of this makes this branding debacle one of the worst on record and only time will tell if they are able to regain market share once they have reverted back to the old branding and packaging. So make a note than when you are doing any branding work that there is a lot at stake than wether or not you are going to have a portfolio piece at the end of the project.
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