Arnell on Tropicana

This is what over-thinking a design and misunderstanding a brand’s equity looks like. It’s a 3 minute video of Peter Arnell defending the the Tropicana redesign that was pulled, in part, due to a 20% drop in sales. That’s the power of a brand. And that power flows both ways.

Interestingly enough, the best part of the design, the cap, is being retained. Though, I wonder if that’s for financial and industrial reasons more than anything else.

(via Daring Fireball)

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