Digitisation is helping brands and their customers communicate, forming narratives and relationships. Whether it's Netflix taking its viewers to prom, or Anchorman's Ron Burgundy reading the regional news, brands are manifesting in the real world, disguised as human beings.

Showing its commitment to sustainability, Honda has produced a line of bottled water to demonstrate how clean its hydrogen-powered car is. The water brand – named H2O – was launched in Australia and is being used to promote the Honda FCX that emits water as exhaust.

As young people in China speak out against social and environmental issues, Coke has stepped in with charitable water brand ‘Chun Yue’, targeting socially conscious Millennials. But is this just a CSR project, or has Coke found a new niche for bottled water in China?

If obesity is an international crisis, sugar is increasingly cast as the chief villain. In response, Coca-Cola, the world's most valuable brand, has openly pressed moral 'reset', throwing itself into the drive for collective health improvement.