Tag Archives: Open Ends

Shakespeare once wrote “What is in a name?” If we had to answer him, we’d tell him “if it’s a brand name, it’s everything.” Remember the Cola Wars and the Pepsi Challenge? Baylor University did and in 2004 they did a more scientific taste test using a machine to monitor brain activity. When respondents didn’t know whether they were drinking Coke or Pepsi, they were equally likely to pick Coke or Pepsi as their favorite. For these respondents, the brand name would have been the only differentiator.