November 2016
Intermediate to advanced
224 pages
5h 8m
English
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6 Reputation Is the New Black: Branding Above the Noise
What kind of relationships do consumers have with brands? In 2009, PepsiCo’s Americas Beverages division redesigned the carton of its popular Tropicana Pure Premium orange juice. The change was to the packaging only: the product itself remained exactly the same. The familiar illustration of an orange with a straw was replaced by a large glass of orange juice, as part of an overall rebranding of the product.
The backlash was quick and dramatic. Sales plummeted nearly 20 percent. Consumer reaction was so negative that the company went back to the old look in only a matter of weeks. Neil Campbell, president of Tropicana Beverages North America, said, “We underestimated the deep emotional bond” ...
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I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.