How did Tropicana lose out on over $30 million in sales in 2009?
Simply put, they lost sight of their brand identity in effort to make it modern and “fresh”.
In 2009, Tropicana removed their tried and true orange with a straw and replaced it with a more modern font read in a vertical direction. Their goal was to revamp their brand and align it with the trends in modern design. Unfortunately, sales plummeted because customers basically couldn’t find the traditional Tropicana cartons! In order to right the ship, Tropicana quickly switched back to their more traditional design but not before losing out in over $60 million in total! What’s the take away from this story?
Your brand identity is not what you say it is, nor what you want it to be. Your brand identity is what your consumers perceive it to be. Keep this in mind the next time you plan on making changes to your brand. You don’t want to move in the wrong direction and undo the brand recognition you have worked so hard to create!
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