109: Campbell Soup’s package rebranding.

Continuing with our ongoing interest in brands and rebranding, Henry Gomez and I share a Wall St. Journal video exploration of Campbell Soup’s recent packaging for its iconic soup cans. And we have an in-depth discussion about the results of those efforts. Connecting dots between Byron Sharp’s “distinctive brand assets” and a not-so-successful rebranding effort by Tropicana more than a decade ago, we have lot of relevant input for insights. What do you think?

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