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The failure of New Coke illustrates how brand image/packaging influences shopping habits. (Hine doesn't mention this, though). Though a consistent winner in 200,000 blind taste tests, New Coke bombed. The idea of a new Coke, not the drink itself, is what mattered. As positioning titan Jack Trout says, "People drink labels."
A Rational Argument (index) | Suggested Reading
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