How Tropicana lost $50 million when it switched it's branding

Joel Dommett and Ben Shephard reveal how they came up with their skincare brand name - Joel and Ben For Skin. The rationale behind it, and their plans for the brand's logo and visual identity. And Sam Dumont, Executive Creative Director at Blue Marlin, shares her wealth of knowledge about design, branding and how to properly brief a designer.  Fill out our skincare survey here: https://tinyurl.com/3xeh4w4x We want to hear from YOU! Do you own or work for a small business? Is there a small business you love and support? Please share it with us, email at [email protected] or leave us a voice note at https://www.speakpipe.com/TheBusinessMen and tell us about the business and why you love it. Join our Patreon today at patreon.com/thebusinessmen 👉 Sam Dumont’s Creative Brief Template (FREE on Patreon): https://bit.ly/4bhGBWE  Follow on socials @thebusinessmenpod   The Business Men is a production of Sony Music Entertainment.    Find more great podcasts from Sony Music Entertainment at sonymusic.com/podcasts and follow us at @sonypodcasts    To bring your brand to life in this podcast, email [email protected] Learn more about your ad choices. Visit podcastchoices.com/adchoices