Using Nalgene as the perfect example, Josh states in his blog that it is all about the consumer perception of a brand and product that is crucial to the organization’s positioning. When the company’s product was implicated as having a major health concern, consumers rejected its well-known water bottles.

Similarly, Coca-Cola faced its biggest crisis when they attempted to change to an improved formula called “new Coke”. Although this upgraded recipe was tested to fit the tastes of almost 200,000 consumers, its loyal fans felt a special bond to the brand already. While the corporation initiated this plan in order to counter its biggest competitor in the market, Pepsi, it was forced to return the original formula. However, somehow, this disaster had actually rekindled the consumer’s affection for the original Coke, causing sales to surpass its competitors, as well as allowing the brand to reach new heights.

                    
Picture credits to Wikimedia and www.americansweets.com

As demonstrated by these cases, it appears that it is in fact the consumer’s perception of the brand and the product that determines the success of the company. While the product or service’s quality may improve, remain identical, or deteriorate, none of this truly matters unless it’s in the eyes of the customers.