Pepsi

1
Pepsis Challenge, the Fog of War, and a
Revolution in Classical Music
2
A Second Look at First Impressions

• Pepsis 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 Cokes 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

3
Listening with Your Eyes The Lessons of Blink

• The limits of conventional decision-making
• screened auditions, women (Abbie Conant) and
  training our rapid cognition