When Consumers Truly Own A Brand

It takes a big marketer to listen to its consumers and admit a mistake.

So Tropicana is to be applauded for returning to its iconic "straw in orange" design.

But underneath this is the growing power if social media, and the need for businesses to stay close to their consumer base.

This move will have the effect of making Trop's consumers feel even closer to their brand But - oh the upheaval to the business... two repackages in 4 months, lots of sleepless nights in Chicago.