Check out this fascinating article about the taste test wars of Coke and Pepsi. Science may have finally ended the stalemate that began over 30 years ago. Do you know the dubious history of these taste tests? Basically they are all inconclusive as in double-blind tests, people are equally split about which tastes better (even those who claim to like one better than the other are just as likely to choose their stated less-favored brand). But thanks to some fancy brain imagery scans, it seems Coke may come out ahead in one area: deep cognitive branding. What does that mean? Basically, the taste of Coke is more likely to trigger people’s deep emotional centers - their memories - than Pepsi. Somehow, Coke has succeed where Pepsi has failed: in cognitively encoding nostalgia in the human brain.