The Perils of Packaging Redesign

Aug 27 2014 Published by Neil Gains under sensory branding

I recently wrote an article for Singapore Institute of Management on the perils of changing branding, citing examples such as the GAP logo change and Pepsi’s disastrous reducing of the Tropicana packaging (which cost them millions of dollars). It seems that brand and marketing managers never learn the lessons of the Tropicana disaster (which I discuss in more detail in Brand esSense) and still love to tinker with brands, moving strategies, changing logos and ‘updating’ or ‘modernising’ their packaging.

Read more »

No responses yet