Editor - David Taylor

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about Microsoft bloggers and Apple not-bloggers is about DEFENDING a cortorape ego/unique brand which existed at Apple in contrast to Microsoft which, on the other hand, didn't have to fear CREATING a brand on top and on the foundations of personal or cortorape uniqueness(es).Trying to extrapolate, the static brand which needs defense of any kind IS dead, while the dynamic, recursively self-inventing and re-creating brand is immortal.


Exactly I know that any day now I will be discovered as I sit at my cetupmor and type. Hollywood, Fox News, and Paris Hilton will be at my door just to be near me. Customers will line-up to buy what I sell just because I am me.This is why my phone lines are open so I can take that important phone call. It's a good thing that some customer is not ringing me up right now because I need the line to be free. Well, maybe when I have 3000+ feed readers I'll be more famous, popular, and successful. Perhaps I should set a goal and work on achieving that? Hmmm but it is Friday. I'll think about it over the weekend and get back to you.


Pepsi underrated the fact that Tropicana has consumers so attached to the old-‘Tropic’ packaging that they were unlikely to appreciate a younger looking futuristic design. We did an eye tracking study on the effectiveness of the 'New' pack in the UK where we have never had the straw graphic and the results predict a 13% loss of sales. Tropicana shoppers don’t see new packages at shelf and are drawn to Tesco’s own brand products that have some similarities to the UK Tropicana pack. The truth about the sales loss has little to do with that graphic, and everything to do with shoppers ‘ability to find the new packages at shelf. Consumers have to find the product at shelf before they can buy it. One eye tracking study and this could have been avoided!


Shopping Basket

Tropicana is really an amazing thing to enjoy. Thanks a lot for this post.

David Taylor (brandgym)

Thanks for joining the conversation.

You make good points:
- why not do a test? I would have done an on-shelf test to measure ease of finding the product. New vs. Old
- also, the Pepsi change is a minor change hyped up by Arnell to be world-shattering.


asit gupta

The tropicana fiasco is an absolutely shocker. It doesn't reflect well on pepsi and makes you wonder what measures were set in the research for packaging evaluation. I doubt a simulated test market was done to estimate net share /volume impact ( which again is a shocker given how big the brand is and the cost of an STM is less than GBP 100K). Having done a few global pack changes myself when I was on the client side, I have often seen people getting "blinded" by higher ratings of source of business/non-users when "current users" find the new design marginally inferior or parity.

Will be good to hear your view on the new pepsi cola graphics also. Also done by Arnell. Quite weak and unlikely to disturb a "classic" design like a Coke too much. Looks like a "rushed" job. Branding impact is emasculated and branding location on the pack is strange. All this for "modernity" I guess.

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