Tropicana's Re-Branding Is A Bust Tropicana spent millions of dollars to revamp its image, only to scrap the new look when customers revolted. Creative director Scott Montgomery talks about why image consultants no longer have the final say over product branding. What product's new look has turned you off?
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Tropicana's Re-Branding Is A Bust

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Tropicana's Re-Branding Is A Bust

Tropicana's Re-Branding Is A Bust

Tropicana's Re-Branding Is A Bust

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  • <iframe src="https://www.npr.org/player/embed/103327797/103327778" width="100%" height="290" frameborder="0" scrolling="no" title="NPR embedded audio player">
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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?