Ironically (coincidentally?), I think you can apply a direct analogy between the tastes of Coke and Pepsi, and their branding. People have a preference for one

Ironically (coincidentally?), I think you can apply a direct analogy between the tastes of Coke and Pepsi, and their branding. People have a preference for one drink over the other, but they can't articulate why. Most people can't tell one from the other in a blind taste test, much less describe what specifically they prefer about one over the other. They can still taste it, though, and the experts can break down the flavors and sensations to describe the differences between the two. I suspect the branding is perceived the same way. People pick up on all of these things, and the experts have a language to describe their branding strategy, and they're very deliberate about what they do and do not include in their ads. People don't express it or notice it consciously, but they can still tell when the marketing feels "wrong" compared to the ads they've seen before.