Marriott Alumni Magazine

Winter 2015

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Page 11 of 51

By the numbers by Jordan Christiansen Hitting the Mark The Golden Arches. The Swoosh. Colonel Sanders. Strong logos and symbols are often as valuable in the corporate world as the products and services they represent. And one slight tweak can be the difference between colossal sales or devastating losses. Make your mark stand out by following the lead of these hall-of-fame brands. 20% The drop in Tropicana’s first-quarter sales after rebranding. Ditching the straw and the orange in its logo proved disastrous for PepsiCo’s Tropicana in 2009. Dollar sales decreased by $33 million while other brands posted double-digit increases during the same period. Marriott School research may explain the flop. Professor Ryan Elder found that depicting products visually so consumers can imagine picking them up is key to generating sales. Case in point: a ready-to-squeeze orange is far more appealing than amorphous juice. Source: Get your hands on the Marriott School’s advertising research at

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