InspirationsWhat makes the difference between a mediocre and an unforgettable brand? We know it’s not always having the superior product, as Pepsi generally outperforms Coca-Cola in blind taste tests, yet Coca-Cola is by far the more memorable brand. It’s also not availability, otherwise mainstream vodkas like Smirnoff and Absolut wouldn’t be intimidated by independent craft distilleries. What drives consumers to…