Well I am back from a very long hiatus. I had begun this blog in conjunction with another blog that I had been running during my Junior year of college. Now that I am a Senior [and much wiser], I feel compelled to begin spreading my knowledge of my preferred topic of branding strategy and design.
Lately, and I believe it is due to the recession, companies have been rebranding. I was at Bruegger's Bagels and spotted an unfamiliar carton of orange juice. The only thing I recognized was the name, Tropicana. The font was different and there was no whimsical orange with the straw. Out of the wood work, the much loved orange juice brand Tropicana has rebranded their packaging and positioning. Their website has a flash site explaining the "new fresh look" and confesses its strategy as one to refresh the brand in the consumers' minds. Indeed, the change is quite refreshing. The colors are the same, which I think they were hoping was enough to identify the product on the shelves, but the treatment is different. The image actually helps me recall all the times I've had orange juice in Florida. To me its different than just drinking it at my kitchen table in upstate New York, as I think it is for everyone.
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