Published by New Hampshire Business Review – Do Your Research!

Remember the disastrous 1980s debut of New Coke? Coca-Cola did a ton of market research on the product itself, including countless taste tests. But the failure of the product launch proved to be the company’s neglect of brand research. By replacing “Classic Coke” with the new product, Coca-Cola hugely underestimated its customers’ loyalty to both the taste of the original product and the branded look of its packaging. (more…)