The Biology of Brand Preference

It’s official. Coke takes over parts of the brain Pepsi can’t reach.
According to UK Independent’s Science Editor, the mind-altering power of advertising has been demonstrated in a remarkable study of the way in which brand recognition affects the workings of the human brain. A well-known label is so influential, say researchers, that it can alter consumers’ perception of the product’s taste. The experiment, a laboratory-controlled version of the famous Pepsi Challenge, revealed that flavour seems to be the last thing that consumers rely on in their preference for Pepsi or Coca-Cola.
The above paragraph is best absorbed with the theme-track from The Twilight Zone playing under.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.