Jeremy Smith

This post on Off the Cuff , and this response on Name Development got me thinking about the issues of aspirational branding when it comes to developing clothes and accessories around bicycling.
Surf and skate have been thoroughly co-opted, as has the preppy New England lifestyle. The lumberjack/outdoorsman theme has been mined deeply as of [...]

The story about Tropicana’s failed redesign wouldn’t have caught my attention or ire if I hadn’t read the Brand Week article referenced in the New York Times.
The part that bothered me:

Here is the capper: Tropicana wanted a physical mnemonic for the brand. The design team at the Arnell Group took half of a mid-season orange [...]