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How to Screw Up a Brand? Pepsi has done in twice in 6 months, now with Gatorade

So didn’t they learn when they redesigned Tropicana and sales tanked by 20%? According to the Wall Street Journal they did it again with Gatorade, messing with atop brand that is cranking along like a supertanker.  Its hard to create a brand, even harder a good brand and very tough to create a super brand. What’s wrong with these CEOs – do they not count their blessing every day for having superstars in their line ups? They should leave it alone and not bet the farm – Pepsi has done this atwice and sales tanked. If I were on the board, I’d be asking for the SVP Marketing and CEOs heads.

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