How To Repackage A Product Without Infuriating Customers

When Ikea announced a slight change to its beloved Expedit shelves recently, consumers went ballistic. Stuart Leslie offers three tips to ensure good intentions don't go horribly wrong.

There's nothing that stops innovation faster in its tracks than a bad consumer experience. Many times these experiences are directly tied to the consumer's interaction with the brand's packaging. For example, brand teams may think they are doing something good (for the environment or for their consumers), but they may actually be doing damage to the brand. If the change negatively impacts the consumer's experience, then your best intention has gone horribly wrong.

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