There are many examples of companies failing to conduct behavioral analysis, but few examples of brands that manage it successfully.
Kraft is one of the success stories – in 2016 Kraft faced a branding problem: The company wanted to remove the artificial colors and preservatives from its classic macaroni and cheese, but its audience was highly averse to change. While most brands would be praised for selling a more organic product, there was a major uproar over Kraft giving up its iconic orange colors and altering its tastes.
