And in Coca-Cola's case (among others) the advertising is much of what creates the value. When you know it's a Coke, it tastes better. I've had a lifetime of

And in Coca-Cola's case (among others) the advertising is much of what creates the value. When you know it's a Coke, it tastes better. I've had a lifetime of absorbing ads that make me think of good things whenever I know I'm drinking a Coke.