Coke or Pepsi? It's all in the head

If the tests all prove that people prefer the taste of Pepsi over Coke, why do Coke sales continue to leave Pepsi in the dust? 'Tis a puzzle, to be sure. So some scientists in Texas used a brain scanning technique to carry out a hi-tech version of the Pepsi challenge and found that, when it comes to fizzy black drinks, brand love is just as important as taste. So, yes, brand does matter. So there.