the limitations of research and the power of brands

03/16/2007 07:32:00 AM
This is an amazing quote that Paul Ormerod uses in his great book "Why Most Things Fail".

When Coca-Cola announced the withdrawl of New Coke on July 11th, 1985, the CEO Donald Keough made the following statement.

"The simple fact is that all the time and money and skill poured into consumer research on the new Coca-Cola couldn't measure of reveal the deep and abiding emotional attachment to orginal Coca-Cola felt by so many people. The passion for the original was something that caught us by suprise. It is a wonderful American mystery, a lovely enigma and you cannot measure it any more than you can measure love, pride or patriotism."
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