Rebranding: The Good, the Bad and the Ugly Cat Boardman - U.S. News
go to original September 1, 2014

Apple, Starbucks and BP are just a few global companies who have turned to rebranding to bolster their sales.

Right, Tropicana's new packaging released in 2009. Left, the company's classic and current packaging.

How do you lose $33 million in three months? If you’re PepsiCo, redesign the prominent Tropicana orange juice packaging.

Tropicana rolled out a simple, modern design in 2009, but juice drinkers weren’t craving the new look. Sales of Tropicana Pure Premium orange juice fell 20 percent, according to the company’s 2009 Securities and Exchange Commission filings.

And it was widely reported that PepsiCo quickly reverted to Tropicana’s old design because of the drop-off. The lesson learned applies to all businesses: don’t mess with something that works.

Companies have been rebranding for decades in hopes of perking up their sales. But for many, it’s done the opposite. So what makes or breaks a rebrand?

Marketing experts say the redesign must happen for the right reasons and symbolize a transition in the company – not just the packaging.

Read the rest at U.S. News

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