Remember the Pepsi Challenge? Consumers in a blind taste test were asked to sample Coke and Pepsi. The majority preferred Pepsi. Yet Coke outsells Pepsi. How is this possible? Yes, Coke has a lock on fountain sales in fast food behemoths like McDonald’s, and is relentless in getting its vending machines exclusive space in shopping malls and college campuses. But credit the brand for keeping millions of consumers buying Coke. It’s easy to underestimate the power of a strong brand, but when image trumps the actual benefit and sells product, that power is undeniable. What could your business become if your brand had that kind of power?
