'The Good Brand'

"Brands are less and less about what we buy, and more and more about who we are. That means your cola can't just taste good. It has to feel good, too." Yess we've heard about that :) though a good article »Link.

But perhaps the most significant and ominous development in recent branding history is the emergence of Mecca-Cola, the ideologically driven brainchild of rabidly anti-Zionist French entrepreneur Tawfik Mathlouthi. With its red can adorned with white script, the soda is clearly designed as a challenge to the world’s number-one brand. And as if its packaging weren’t explicit enough, its tagline, “No more drinking stupid, drink with commitment,” is an in-your-face repudiation of the American icon.