Your brand vs. their brain - How getting it right really matters

We've long talked about the connection between the brain and preference, even taught you specific steps for getting your message into the brain. Well, Read Montague of the Baylor College of Medicine has taken it one step further, he actually tested the brain's reaction to brands by recreating the Pepsi challenge of the 70's and 80's. Read the results for yourself and see why you must deliver a multifaceted customer experience if you ever hope to be the best choice in the mind of your customer.

Another great article is "Thinking for a living."