When it comes to selling bottled water, a good story is really important. Without the compelling spin of convenience , distinction and health, not many of us would splurge up to $4 for a small bottle. But, there's more to it than having a good story...there's authenticity. Turns-out, there's much more to the story than most bottled water companies want you to know.
So, when you craft your message...be careful how far you stretch it. And, make sure that when the layers are peeled away, it looks the same on the inside as on the surface.