Coke Is Better Than Pepsi Proven With Science
Wednesday, August 13th, 2008 Subscribe To Our Feed
Every marketer knows the saga behind the Coke vs. Pepsi branding war. When trying to build branding, it is helpful to learn from the big companies such as Coke and Pepsi. Building brand loyalty - something which can take years, if not generations - is rooted in this marketing bedrock.
Most also know that blind taste tests of Coke versus Pepsi are usually split down the middle in terms of preference too. But thanks to some fancy brain imagery scans, it seems Coke may come out ahead in one area: deep cognitive branding.
What does that mean? Basically, the taste of Coke is more likely to trigger people’s deep emotional centers - their memories - than Pepsi. In other words, Coke has succeeded where Pepsi has failed, creating a brand that has literally lodged itself deep into people’s memories and narrative structures.
Somehow, Coke has succeed where Pepsi has failed: in cognitively encoding nostalgia in the human brain. What does this mean for small businesses and others hoping to emulate Coke’s success? It means that building branding is more than celebrity endorsements, sports stars and flashy styles.
Looking at the branding war of Coke vs. Pepsi is important because new brands can link their products up with tried and true marketing strategy.
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