The Brink in Liverpool actively markets itself as “Britain's first dry bar”. Given the spate of anti-drink messaging in the media, this represents a wider market opportunity for brands aimed at health-conscious Brits.

Sonic branding can be an effective way to convey memorable messages. We know what shower gelfeelslike andsmellslike, but to complete the sensory experience (without tasting it), what does an Original Source shower gelsoundlike?

“I'm not a businessman, I'm a business, man,” raps Jay-Z. Collaborating with Samsung for the release of his new album, he's becoming a media empire – making money for himself, kudos for Samsung, and social currency for his fans.

In 2008, 22-year-old Australian Chris Raine decided to give up drinking for a year, and blogged his experience on a website, Hello Sunday Morning. His behaviour has influenced thousands of fellow Gen Y-ers to take their own abstinence pledge.