
Time for a Rebrand? Keep These Factors in Mind
Back in 2009, Tropicana’s team had a great idea. Its iconic orange-with-a-straw-in-it logo was stale, the team thought. Its typefaces were out of date. Tropicana needed to spice things up, so it hired an agency to transform its look. The company’s ensuing rebranding fiasco is a harrowing cautionary tale. Tropicana’s revenue fell 20% in the […] More