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Sadly, I shall never regain the 15 minutes of my life I just wasted reading this thread. Best of luck. Over and out.

My swipe was directed at everyone, a general statement on the fact that what we believe is a differentiated brand story is actually some kind of prerequisite industry conformity. Even the commercial spirits business sees this, and brands are embracing insulting their own brand stories. Dos Equis "Most Interesting Man in the World" for example, or John Jameson jumping into rough seas to rescue a barrel that had gone overboard. If it's all nonsense anyway, then just take the nonsense to the next level, and it becomes more interesting than reality. Take it as you will, but it was a response to @MDH.