Tropicana blunder shows importance of brand consistency

Posted by ShawnHessinger under Marketing
From http://www.intuitive.com 5631 days ago

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?

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Comments

Written by ShawnHessinger
5629 days ago

Hi,

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.

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Written by stillwagon428
5630 days ago

People don't like change. They get nervous when packaging changes. Instead of investing a few minutes examining the product enough to see that nothing but the carton has changed, they panic and choose another package that may be familiar to them. I can't see why they insist on making major changes every so often.

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