How Decades of Solid Branding Saved Coca-Cola from the Pepsi Challenge

The Pepsi Challenge was a marketing campaign started in 1975. It was simply a blind taste test between Pepsi and Coca-Cola, touting that even Coca-Cola fans choose Pepsi. It was a wildly successful marketing strategy that they revisited for decades. Coca-Cola even ran their own private tastes test, through which they found Pepsi was indeed chosen over half of the time, and panicked. They briefly released New Coke in 1985, a formula more similar to Pepsi’s cola. This initiative turned out to be one of the biggest failures in established branding history. Coca-Cola consumers were wildly disappointed. Miraculously, despite Coca-Cola’s snafu, and Pepsi’s increased market share, Coca-Cola remained number one in the soda game, and still reigns today.

In 2004, Baylor College of Medicine performed a version of the Pepsi Challenge with subjects hooked up to a functional magnetic resonance imaging (fMRI) machine. The results were interesting. In blind taste tests, most people preferred Pepsi, just like the Pepsi Challenge. The Pepsi drinks lit up activity in an area of the brain known as the ventral putamen, which helps us evaluate different flavors. It would seem that Pepsi does taste better! However, when the subjects were told which beverage they were sampling before they tasted it, they decided Coca-Cola tasted better. The fMRI scans showed the sips of Coca-Cola increased activity in the medial prefrontal cortex. This part of the brain is more involved in decision making. When the subjects knew they were drinking Coca-Cola, they weren’t simply evaluating flavor, they were considering memories and experiences. The study’s conclusion was that this prefrontal activity was associating the soda with the brand, in effect, overriding the taste buds. When choosing Coca-Cola, consumers are choosing the brand they know and love. Building a successful brand is more than a good product, it’s building a comprehensive experience.

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Plan it, make it, stretch it, wrap it, ink it, spin it, long print run it : Flexographic

Flexographic printing is a form of direct relief printing that is characterized by the use of flexible printing plates. In the past, these printing plates were always made of rubber, whereas today, flexible photopolymer printing plates might also be used. These plates have a slightly raised image of the content on them, they’re inked, and…

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REMIXED Named Top Branding Agency in Orlando Award on Clutch

At REMIXED, we help brands connect with their audiences through expertly crafted branding strategies. We’re a full-service and multi-disciplinary branding agency that provides everything from brand building to message promotion to marketing management. Since 2006, we’ve been working with brands of all sizes across various industries, including hospitality, retail, entertainment, nonprofit, government, and more. We…

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5 Ways a Well-Built Brand Makes Your Company Money

When you’ve built a brand, it makes it easier for your target audiences to notice you and recognize you. Amidst all the loud marketing, a strong brand allows a customer to clearly see what your business is and why your offerings matter to them. This makes it more compelling and more likely they will patronize…

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What is the Difference Between Serif and Sans-Serif Typefaces?

You may have heard the terms serif and sans-serif before, but do you know what those terms actually mean? In typography, a serif is a small line, stroke, or other decorative flair regularly attached to the end of a larger stroke in a letter or symbol within a particular font or family of fonts. “Sans”…

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The Difference Between Graphic Art and Graphic Design

Graphic Art – the fine and applied art of representation, decoration, and writing or printing on flat surfaces together with the techniques and crafts associated with them. Essentially, a graphic artist may create art for the sake of art. They may want to convey a certain idea or story, or they may not. Graphic artists…

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How to Create a Brand

Determine your target audience. The structure for building your brand is to determine the target audience you’ll be focusing on. For example, early adaptors or college students or stay at home mothers. Choose your focus. This is your personality and your tone. Pick a business name that fits you and make it your own. Write…

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10 of the Most Recognized Logos in the World

We’ve compiled a list of the world’s most recognized logos. Yes, many of these logos have gone through some tweaks throughout the years, but for fun, we listed the year the first version of their current logo appeared. Some of these companies have even been around longer than their currently recognizable logo! It just goes…

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The Importance of a Social Media Presence

Social media platforms help increase awareness about brands, connect with customers, and potentially boost leads and sales. With more than three billion people around the world using social media every month, it’s certainly not a passing trend. It’s one of the most profitable and stress-free digital marketing platforms that can be used to grow your…