R R 9 Left brain reality vs. right brain perception, cont’d How about hamburgers? • Research shows Burger King makes a better burger than McDonalds – it doesn’t matter • McDonalds has a better brand How about coffee? • Consumer Reports says McDonalds makes a better coffee than Starbucks – it doesn’t matter • Starbucks has a better brand What about cola? • All taste tests show consumers prefer the taste of Pepsi compared to Coca‐ Cola, it is a better product – it doesn’t matter • Coca‐Cola has a better brand 9 Vs. Vs. Vs. Reality Perception