Image courtesy of OutProve Technologies
With design, a failure is much easier to measure than a success. Especially when the cock-up costs your company tens of millions.
In the words of someone you know, but who I can’t recall, “Good design is invisible”, so we’re much more likely to kick up a fuss when it’s bad.
Here’s where you come in.
I’m looking for tales of branding success and failure to feature in my book. The search isn’t easy, and you all know a lot more than I do, so if you can share a story that shows how a change of brand identity affected a business (it could even be yours), please do get in touch.
Tropicana is an obvious case study to include. Now sure, there are a raft of external influences that can affect sales — the economy, changing markets, the loss of a competitor etc. — so it’s (usually) very difficult to blame such a sales slump entirely on a fresh company look. That said, this is definitely one of the more “cut and dry” scenarios.
Thanks in advance.