Marketing is a battle for the mind: Coke vs Pepsi
Marketing is NOT a battle of the product… but is a battle for the mind of the customer! The evidence…
The Times reported a few years ago ‘A preference for the taste of Coca-Cola or Pepsi lies in the mind as much as on the tongue. Scientists have discovered that when people know which of the two brands they are drinking, their brains respond differently to when they taste the drinks “blind”.
The findings, the result of brain-scanning technology, show how easily cultural influences can affect perceptions that most people think are created by their senses alone. They demonstrate in stark neurological terms the way in which brand images and aggressive marketing sway choices made by the brain.
On this measure, Coca-Cola appears to be doing a better job: the study found a characteristic pattern of brain activity in volunteers who knew they were drinking Coke, but nothing comparable for those who knew their fizzy drink was Pepsi. ‘
So What?
Do you focus on how good your product is or do you focus on figuring out how to get people to buy from you? If there’s a choice between being better or being different, then I think that being different wins every time. Ideally, you should be better and different.
