[stickfigure]

"reconnect with existing consumers and reach out to new ones" is management consultant bullshit like "leverage our synergies to enhance the client experience". It means nothing. TFA did not explain anything.

You also don't "reconnect with existing customers" by changing the brand.

[PaulDavisThe1st]

"the brand" is ill-defined. Is it the name "Tropicana" or is it the design of the packaging? In this case, it turned out to be the latter more than the former. There are other cases where the name is retained through a total redesign without this sort of damage.

While I half-agree on the BS level in that quote, in another sense I think it's totally obvious what they meant: consumers who already buy tropicana become inured to the brand identity - a redesign gets them actively thinking about the choice to buy tropicana while shopping; consumers who do not buy tropicana for some vague, non-specific reason may be tempted to try it after the redesign, either because they merely notice the package more, or find it more appealing.

[bambax]

> In this case, it turned out to be the latter more than the former.

That conclusion is not obvious. On the new packaging, the brand is much less visible, all one sees is a big promise about "orange" (like Agent Orange?) so it could be that people were looking for the brand name, and took that opportunity to switch.