Why is it that one product will resonate with a group of consumers, while a similar one just can't quite catch on?
It's the sort of dilemma you can imagine Don Draper and Peggy Olson trying to figure out in an episode of "Mad Men."
Turns out, it was a dilemma for a major tobacco company: trying to figure out why Detroit smokers were so loyal to the competition – in this case, Kool cigarettes in the 1970s.
Steve Neavling is an investigative journalist who looked into this bit of tobacco history for Motor City Muckraker.
*Listen to the full interview above.