Comments on: But it’s just a box! http://blog.bplans.com/2009/04/20/but-its-just-a-box/ Business in General Thu, 19 Nov 2009 22:00:10 -0800 http://wordpress.org/?v=2.8.6 hourly 1 By: Chelle Parmele http://blog.bplans.com/2009/04/20/but-its-just-a-box/comment-page-1/#comment-1370 Chelle Parmele Tue, 05 May 2009 18:25:22 +0000 http://blog.bplans.com/?p=1041#comment-1370 Hi Scopy, It's interesting, but I've been at companies who have taken drastic turns in their marketing and branding based on customer focus groups and never really saw a huge win in results. Well, I shouldn't say "never" how about "seldom". I still believe that companies need to stay relevant with the changing world. But perhaps not such a change as this? Hi Scopy,

It’s interesting, but I’ve been at companies who have taken drastic turns in their marketing and branding based on customer focus groups and never really saw a huge win in results. Well, I shouldn’t say “never” how about “seldom”.

I still believe that companies need to stay relevant with the changing world. But perhaps not such a change as this?

]]> By: Chelle Parmele http://blog.bplans.com/2009/04/20/but-its-just-a-box/comment-page-1/#comment-1369 Chelle Parmele Tue, 05 May 2009 18:22:00 +0000 http://blog.bplans.com/?p=1041#comment-1369 Thanks for commenting, Garrick! What an interesting reaction from your wife. That probably would have been close to my reaction as well. I think the marketing and advertising teams might have dropped the ball on this one. I personally don't remember any campaign to alert buyers that this change was coming. I wonder if they had "trained" people that a change was coming if it would have been less of a shock. But then, they tried that for "New Coke" and look how that one turned out. Thanks for commenting, Garrick!

What an interesting reaction from your wife. That probably would have been close to my reaction as well.

I think the marketing and advertising teams might have dropped the ball on this one. I personally don’t remember any campaign to alert buyers that this change was coming. I wonder if they had “trained” people that a change was coming if it would have been less of a shock.

But then, they tried that for “New Coke” and look how that one turned out.

]]> By: Garrick Infanger http://blog.bplans.com/2009/04/20/but-its-just-a-box/comment-page-1/#comment-1368 Garrick Infanger Tue, 05 May 2009 18:00:00 +0000 http://blog.bplans.com/?p=1041#comment-1368 I think people can accept change, but this was an example of a drastic, jarring change that left people disoriented. I bought one of the new Tropicana packages and my wife asked me that evening, "Why did you buy the generic orange juice." We are Tropicana regulars and even having the new box in her own kitchen she couldn't recognize the brand. I think people can accept change, but this was an example of a drastic, jarring change that left people disoriented.
I bought one of the new Tropicana packages and my wife asked me that evening, “Why did you buy the generic orange juice.” We are Tropicana regulars and even having the new box in her own kitchen she couldn’t recognize the brand.

]]> By: Martin Lindeskog http://blog.bplans.com/2009/04/20/but-its-just-a-box/comment-page-1/#comment-1336 Martin Lindeskog Mon, 27 Apr 2009 23:33:03 +0000 http://blog.bplans.com/?p=1041#comment-1336 Chelle, I will let you know. I have a keen interests in packaging since my days as a purchaser, buying raw materials, packaging, etc. for the production of welding electrodes. Chelle,

I will let you know. I have a keen interests in packaging since my days as a purchaser, buying raw materials, packaging, etc. for the production of welding electrodes.

]]> By: Scopy http://blog.bplans.com/2009/04/20/but-its-just-a-box/comment-page-1/#comment-1323 Scopy Fri, 24 Apr 2009 12:54:04 +0000 http://blog.bplans.com/?p=1041#comment-1323 Independent Market research is the only way to go before implementing a brand change and these people have obviously got it wrong. It's also shocking how much they make to get it wrong... Independent Market research is the only way to go before implementing a brand change and these people have obviously got it wrong.

It’s also shocking how much they make to get it wrong…

]]> By: Chelle Parmele http://blog.bplans.com/2009/04/20/but-its-just-a-box/comment-page-1/#comment-1313 Chelle Parmele Wed, 22 Apr 2009 15:34:03 +0000 http://blog.bplans.com/?p=1041#comment-1313 According to the adage.com report, they've pulled the new box plan so I doubt it will filter over to you, Martin. But if you do happen to see it, let us know! According to the adage.com report, they’ve pulled the new box plan so I doubt it will filter over to you, Martin. But if you do happen to see it, let us know!

]]> By: Chelle Parmele http://blog.bplans.com/2009/04/20/but-its-just-a-box/comment-page-1/#comment-1312 Chelle Parmele Wed, 22 Apr 2009 15:33:10 +0000 http://blog.bplans.com/?p=1041#comment-1312 Indeed. How strange we humans are. We want something different, something new. Trying to be the first to find or discover the brand new "thing" and yet when change and "new" are dropped in our laps, we reject it. Indeed. How strange we humans are. We want something different, something new. Trying to be the first to find or discover the brand new “thing” and yet when change and “new” are dropped in our laps, we reject it.

]]> By: Martin Lindeskog http://blog.bplans.com/2009/04/20/but-its-just-a-box/comment-page-1/#comment-1309 Martin Lindeskog Tue, 21 Apr 2009 22:05:05 +0000 http://blog.bplans.com/?p=1041#comment-1309 I am getting thirsty! They haven't changed the box in Sweden yet. I am getting thirsty! They haven’t changed the box in Sweden yet.

]]> By: evan http://blog.bplans.com/2009/04/20/but-its-just-a-box/comment-page-1/#comment-1306 evan Mon, 20 Apr 2009 20:58:02 +0000 http://blog.bplans.com/?p=1041#comment-1306 What this, coupled with the recent protests over Facebook's revamp, says to me is that "people just absolutely /hate/ change". What this, coupled with the recent protests over Facebook’s revamp, says to me is that “people just absolutely /hate/ change”.

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