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Pepsi’s Challenge, the Fog of War, and a Revolution in Classical Music. A Second Look at First Impressions. Pepsi’s Challenge and “New Coke ” - “The story of New Coke is a really good illustration of how complicated it is to find out what people really think.” How and why?

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a second look at first impressions
A Second Look at First Impressions

Pepsi’s Challenge and “New Coke”

- “The story of New Coke is a really good illustration

of how complicated it is to find out what people really

think.” How and why?

- Why were blind taste-tests not very predictive of

purchasing behavior?

- Why did Pepsi “win” most taste-tests, but never took

over Coke’s market-share?

- What, then, was the mistake that Coke made?

The role of “emotional branding”

- (human beings’ inherent “tribalism”)

- “brand experiences” and “loyalty beyond reason”

listening with your eyes the lessons of blink
Listening with Your Eyes: The Lessons of Blink

The limits of conventional decision-making:

screened auditions, women (Abbie Conant) and training our rapid cognition