Rebranding has the power to transform your company. Handled well, a rebrand can modernize your brand, attract high-quality leads, and prepare for growth and scalability. Yet, the process isn’t without its potential pitfalls. That’s why it’s essential to adopt a philosophy of pragmatism throughout the process.
Being thoughtful and proactive about every rebranding step can help you avoid media disasters like Tropicana’s failed 2009 rebrand attempt. Today, Tropicana has become a cautionary tale on how not to rebrand. The company’s $35 million mistake? As a recent article from The Branding Journal points out, the redesigned packaging and marketing simply failed to land with Tropicana’s repeat customers. They