When Water is not Just Water: The Branding of Commodity Products

I recently took my team out to the local restaurant to celebrate the win of an exceptionally difficult pitch. We are regulars there so we usually all get the business menu. When one of the teammates ordered her beverage, I was amused she settled for tea after the waiter told her he didn’t carry her brand of water. “Doesn’t water taste the same no matter what brand it is?” I asked. She replied in the most serious tone, “No, I just can’t drink anything other than Evian.”