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AMERICUS REED II: A recent thing that
happened was with Tropicana.
Tropicana Orange Juice changed their logo.
And immediately almost overnight, there was a huge
outpoor of consumer discontent with this.
Saying, hey you know, now we can't identify the Tropicana
on the shelves.
We don't know where it is.
We want our old brand back.
We want our old logo back.
This happened overnight.
And so the ability for information to go around the
world quickly makes it more important that marketers do
the research that's required to understand how these
changes in their branding are going to be
perceived by consumers.
The second thing is that this global information reach
outside of just US-centric circles now means that there's
a different level of awareness about what these brands and
companies are actually doing, with respect to the
environment, with respect to corporate social
responsibility, the kind of moral side, if you will, of
branding and marketing and business.
And that's becoming a very important aspect that we have
to pay attention to as well.