11 Brand Rebranding Mistakes That Cost Companies Millions

In 2009, Tropicana changed its famous juice packaging. Within two months, sales plummeted by 20%, costing the company more than $30 million in lost revenue. Customers couldn’t recognize the brand on grocery shelves. They felt alienated by the sudden corporate facelift. A rebranding mistake happens when a business changes its identity without aligning the new […]