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Tropicana's Re-Branding Is A Bust

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April 21, 2009

Tropicana spent millions of dollars to revamp its image, only to scrap the new look when customers revolted.

Scott Montgomery is executive creative director at Bradley and Montgomery, a branding and communications firm. In an article for The Atlanta Journal-Constitution, he wrote about the risks and incentives inherent in product branding.

Tell us: What product's new look has turned you off?

 
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