If you asked anyone in the wider beyond to tell you about just one striking piece of Microsoft brand advertising in the last 13 years, you might find them looking as if they’re trying to recall the name of their twelfth one-night stand.

Are Apple’s ads better than Microsoft’s?

After its package redesign, sales of the Tropicana Pure Premium line plummeted 20% between Jan. 1 and Feb. 22, costing the brand tens of millions of dollars.

My favorite quote about the Tropicana packaging debacle is this non sequitur from a February article in the New York Times:

“Do any of these package-design people actually shop for orange juice?” the writer of one e-mail message asked rhetorically. “Because I do, and the new cartons stink.”

Design doesn’t matter