Be a Brand Not a Company

/Be a Brand Not a Company

Be a Brand Not a Company

How about the bottled water business!

According to Wikipedia, The U.S. is the largest consumer market for bottled water in the world, followed by Mexico, China, and Brazil.[1] In 2008, U.S. bottled water sales topped 8.6 billion gallons for 28.9% of the U.S. liquid refreshment beverage market, exceeding sales of all other beverages except carbonated soft drinks, followed by fruit juices and sports drinks… About 25% of U.S. bottled water sold is purified municipal water according to a four-year study by the Natural Resources Defense Council. Both Aquafina from PepsiCo and Dasani from The Coca-Cola Company originate from municipal water systems.

And in the United States, bottled water costs between $0.25 and $2 per bottle while tap water costs less than a penny. According to, about 90% of manufacturer's costs is from making the bottle, label, and cap!


For those of you who think you're in a commodity business, you're not working hard enough to figure out how to differentiate your brand and make more money.

Heck, Dasani and Aquafina is pretty much tap water marked up a couple thousand percent!

Work harder to craft and build a consistent and meaningful brand image, design, USP, packaging, promotion materials, talent pool etc.,

If they can do it with water, I'm certain you can do it with the kool-aid they're selling at your firm!


By | 2009-03-25T09:31:00+00:00 March 25th, 2009|Brand Leadership, Branding, Food and Drink, Product Marketing|0 Comments

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