10 major rebranding disasters Remember when Tropicana changed its packaging, or when Radio Shack asking to be called “The Shack”? These are but two of the 10 biggest disasters in branding, reports The Business Insider . By Ragan StaffJan. 25, 2011 SHARE Ragan Insider Premium Content To read the full story, log in. Become a Ragan Insider member to read this article and all other archived content. Sign up today Already a member? Log in here. Learn more about Ragan Insider.