The Great, Up-To-Date Water Cooler Blog 05

Branding in bottled water looks simple from a distance. Clear bottle, clean label, familiar promise, and a chilled drink that does its job without much ceremony. But the category is crowded enough that “simple” is deceptive. Shelf space is limited, private labels are strong, and consumers have become more selective about what they buy, especially when the product itself is close to commoditized. In that environment, a brand has to do more than appear refreshing. It has to f