Now that's brand value!

I thought a re-branding was meant to breath new life and excitement in to a product line. You must give Pepsi 'style' points for making the attempt, although that clearly wont make up for the fact that sales of the Tropicana Pure Premium line plummeted 20% between Jan. 1 2009 and Feb. 22, 2009 costing the brand roughly $33 million, to $137 million. - clearly a little market research would have cost less.

Tropicana had certainly sought to create excitement around the Pure Premium re-brand, announcing Jan. 8, 2009 a "historic integrated-marketing and advertising campaign ... designed to reinforce the brand and product attributes, rejuvenate the category and help consumers rediscover the health benefits they get from drinking America's iconic orange-juice brand.

On Feb. 23, 2009 the company saw the light and announced it would scrap the new packaging, designed by Peter Arnell.

I think the real question we should be asking is... did PepsiCo get a refund?

Busy Days, New Things!

Well, well it is finally rolling forward! I have been terribly busy getting the new nogginwok site up and going. For those of you who don't know... nogginwok is the first of it's kind, nogginwok is leading the way for creative 2.0. what does this mean exactly? Well, in short nogginwok is a source for agencies involved in creative work, where they can have one source for all their creative needs.

I have designed an interactive platform, a social networking tool if you will that allows agencies to have an endless pool of creative minds at their fingertips, on projects as simple as business card design to the most complex web applications. This is not a play on words, this is for real.

Agencies no longer need to employ an entire creative department inside the walls of their company. They simply use nogginwok, I recruit new agencies, manage projects, and the creatives working on the projects. And the agencies see results.

Check it out www.nogginwok.com