Tropicana lost 20% of unit sales in 6 weeks with better design.

January 8, 2009. New cartons hit shelves. Cleaner type, a fresh glass of juice, $35M behind the launch. The work won every room it was shown in. Then it hit the aisle, and shoppers walked right past their own juice. Some assumed it was a house brand. Some reached for Minute Maid. By February 23 the old carton was back.

Nothing was wrong with Tropicana. Category leader, north of $700M in that line. No crisis, no drift. A company tired of looking at its own packaging, mistaking that feeling for a strategic problem.

Episode 13 is the last of the season - When is the right itme to rebrand.

Send us Fan Mail

t's 2009 and Old Spice is dying. Your grandfather's brand. Retailers pulling it off the shelf.

So the agency finds one thing: about 60% of body wash is bought by women. They build an ad aimed at men that sells what women want their men to smell like. Super Bowl weekend, 2010. Number one men's body wash in America.

They never touched the soap.

They changed the slot it occupies in your head. Same product, new position, and that is the whole game.

Episode 12 of Positioning to Win. The four corners every position sits on, four ways to move yours, and why Tylenol never argued it was better than aspirin.

Positioning is not an aesthetic. It's surgery on the business. A new coat of paint does not move a building.

Send us Fan Mail

Most stalled brands are solving the wrong problem.

They pour marketing money on a branding problem. Or brand money on a marketing problem. Then wonder why nothing moves.

Episode 11 of Position to Win is about telling the two apart.

Diagnose before you spend.

Send us Fan Mail