The kerfuffle over Tropicana’s recently yanked new design for its orange juice carton is just another reason why marketers have a love-hate relationship with the Internet and social media.
For years, Tropicana’s products have pictured a beautiful orange punctured by a straw. What could be fresher? Still, it was rather long-in-the-tooth, so Trop’s parent, PepsiCo, decided to modernize the marketing message and update the design to feature a glass of chilled OJ and some modern typography.
Well, the oranges hit the fan. Customers this week finally pressured the company into going back to the old design. Read the rest of this entry »
Filed under: Brand and business , Change, Customers
Time for some fun. For weeks we’ve been hearing in the comments to this blog that “branding” is this big complicated thing that requires significant sums of money to do correctly. Balderdash. Branding is not all that complicated, and I’m going to prove it — by showing you how to brand your company in two minutes or less.
STEP 1: CREATE A NEW CORPORATE NAME.
If you’re going to have a great brand, you need a corporate name that’s cool, hip and up-to-date. And nothing fits the bill better than a brand spanking new Web 2.0 name. But why bother to pay a consultant $100,000 (or more) to come up with one? Just go to this website:
CREATE YOUR NEW CORPORATE NAME
Once you’ve found a name you like… Read the rest of this entry »
Filed under: Brand and business , Brand, Business