That's how we should make our choices, but (sadly) most of us aren't that clear headed when we buy. The purchases we make are informed by how certain brands res

That's how we should make our choices, but (sadly) most of us aren't that clear headed when we buy. The purchases we make are informed by how certain brands resonate with us. You could argue me this point, but I'd only ask when you last ordered a cola that wasn't a Pepsi or a Coke. The fact is, brands are powerful.