Jay-Z’s Great Champagne Robbery

by thewheatandthechaff


In a team meeting today the subject of ‘tasting with your mind’ came up with regards to the strong power brand perception and expectation have over taste perception. This has been proven many times in blind-tasting sessions  where, for example, a brand of beer with generally terrible perceptions of taste and quality comes out on top versus a brand with strong perceptions of taste and quality. There is a great excerpt from David McRaney’s You Are Not So Smart on The Atlantic  which discusses this phenomenon in greater and more eloquent detail than I can manage here, and also leads me nicely into this excerpt from another book which is a fascinating read:

EMPIRE STATE OF MIND: How Jay-Z Went from Street Corner to Corner Office by Zack O’Malley Greenburg, (via HYUNINC)