Twelve years ago, Tropicana went through a 35-million dollar rebranding that made marketing history – but not in a good way. Just one month after introducing their new packaging to supermarket shelves, the company had already lost 20 million dollars in missed sales. Amidst an unrelenting hail of criticism from angry customers on social… Continue reading Avoiding a rebranding fiasco with the power of associations: the Tropicana case