Where rubber meets the road (Or oj misses the table)
Consider your brand for a moment. Read this article. Now reconsider your brand in terms of collateral (PACKAGING, logo, letterhead, etc.). How much do you think you stand to lose (or Gain!) because of your brand and how it’s interpreted at the consumer level?
The Tropicana re-brand was met with great resistance from the design community. So much resistance in fact, (from the design community as well as countless others apparently) that Tropicana decided to scrap the re-brand and go back to zero in just a few short weeks. Enough has been written why the new brand failed, but I think it’s worth noting the article from AdAge as to just what kind of impact your brand has on your business. It’s a rare opportunity when your brand can be spoken of in terms of the bottom line as the case is here.