3/3/2009

When Tropicana orange juice recently updated the iconic straw-in-an-orange graphic on its packaging, loyal customers lashed out on blogs and other social media, eventually forcing parent company PepsiCo to go back to the old design. Sean Silverthorne warns the Internet amplifies the voice of a few loyal customers -- perhaps at the cost of much-needed innovation. "In almost any product group, your most loyal users are also the ones who like things just the way they are," he writes.

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