One of my absolute favourite podcast&#x2F;radio shows is &quot;Under the Influence&quot; on CBC Radio.  Recently they aired a terrific episode on product packaging and discussed Coke&#x27;s signature bottle and it&#x27;s origin.<p>Interestingly, it came up in a conversation I had with my mother recently that one of the most distinct memories she has of growing up is going to the corner store and selecting a soda from the icebox.  Each bottle had a unique shape and texture that uniquely distinguished it from all other brands just from touch alone.  I really enjoyed hearing the tinges of happiness in my mothers words as she recalled a memory from so long ago.<p>These two experiences really shaped me.  Before I thought marketing was glorified manipulation of buying habits.  Now, I see it as shaping the experience of enjoying the product.  It can be a very powerful thing, as my mother&#x27;s recollection from over 60 years ago demonstrates.