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March 16th, 2009 
Dean It is a common knowledge among big boys and the branding circle. Once your brand becomes popular and you have a loyal consumer base, you don’t own your brand anymore. After all the effort you have put into building a strong perception for your brand, it would be entrenched in the minds of your consumers, especially the loyal ones. Then if you want to change it, you better seek their advise, or else the backlash might be bad. And as business owners, we can’t afford it.
Here’s an example of a not so small company who changed the look of a well liked product and was met with very unhappy customers.
Tropicana Pure Premium orange juice thought it was time for them to get an updated sleek look on their packaging in early January. But interestingly, their customers were not ready for that and they were not quiet about it either.
…consumers complained about the makeover in letters, e-mail messages and telephone calls and clamored for a return of the original look. Some of those commenting described the new packaging as “ugly” or “stupid,” and resembling “a generic bargain brand” or a “store brand.”
“Do any of these package-design people actually shop for orange juice?” the writer of one e-mail message asked rhetorically. “Because I do, and the new cartons stink.” Others described the redesign as making it more difficult to distinguish among the varieties of Tropicana or differentiate Tropicana from other orange juices.
Technology has made it possible for consumers to make their opinions known quickly, loudly and direct to the companies. If we as business owners don’t respond then we are in for trouble. Remember True Yoga debacle?
But does that mean we have to listen to every complain, comment and criticism? Because it might just hamper innovation. What do you think? Add a comment.
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