One of several types of brand metaphors, the cultural brand
metaphor derives its potency from references to cultural
references shared by consumers. Of the different types of brand
metaphors, this one has the most potential to slide into “theme-
iness,” but when executed well, it can also be the most useful
as a source of creativity and inspiration due to the richness
(and ease of recognition) of the cultural icons from which
they’re drawn. Coke is an olive branch In many of their
campaigns over the years, Coca- Cola has used the brand metaphor
of an olive branch, a symbol of peace dating from the 5th
century BC in Greece, where it was associated with the goddess
of peace, Eirene. The symbol was later adopted in early
Christianity, with St. Augustine writing that “perpetual peace
is indicated by the olive branch which the dove brought with it
when it returned to the ark.” While the symbol is rarely used
literally anymore in contemporary contexts, the symbolic
reference has remained part of Western culture to t