Why did you learn from the Pepsi Challenge?.

Remember the old Pepsi Challenge from the ‘70s and ‘80s that provoked Coca-Cola to come up with New Coke?

Basically, Pepsi always beat Coke in blind taste tests, despite the fact that Coca-Cola consistently beat Pepsi in non-blind taste tests. The Pepsi Challenge proved that Pepsi was indeed the better tasting cola. However, Coke’s brand was so significant that people regularly chose to drink the inferior product. That’s the power of great branding.

Are you intentionally thinking about how you can build your brand in a way that will cause people to choose yours over your competitors? Remember, great branding comes down to one thing: Be different, consistently. Generally, being different is better than being better.

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