Tropicana long had a winner on its hands with its clear carafe bottle, which it rolled out in 2011 to replace paper cartons. The carafe was successful in part because customers liked how it looked ...

The orange juice giant lost 20% of sales in less than two months in 2009 after a wildly unpopular brand redesign.

Author Niklas Göke breaks down Tropicana's infamous 2009 rebranding failure and how other can use the failure as a lesson for catching tiny mistakes before the evolve into big ones.