In the beginning of 2009, Tropicana, who has invested years into brand recognition, redesigned their visual identity. The new brandmark was less readable. Consumers didn’t recognize it as Tropicana and sales fell. Soon, leadership realized the redesign was a bad idea and scrapped it.
This company could have saved a lot of face, plus millions of dollars in execution, if they identified that their value was in product recognition.
People shopping for a product are likely to compare brands once. After that, the buying decision becomes mindless and they “do what they have always done.”
Don’t skip discovery and strategy, or execution will cost more than you want to pay.
