Brand Power: The label changes the taste ???

Excerpted from “Innovation & Branding”, by Morgan Johnson, SCI Innovation Conference, May 2005

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In blind taste tests, beer drinkers perceive little difference among all but exceptional brands. 

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But, when folks know which brand they’re drinking, taste perceptions diverge markedly.  Hmmm.

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Source:
http://www.soci.org.uk/SCI/groups/bsg/2005/reports/pdf/MorganJohnson.pdf
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