OLD BRAND THINKING VS. NEW BRAND THINKING
This was posted by Russell Davies back in the summer during the World Cup.
He saw Coke (Share the passion!) as intrusive Urban Spam and Pepsi (Like some music?) as involving interesting and not Urban Spam "the difference between offering to share with someone and imposing yourself on someone".

It's also a great example of old brand thinking (message repetition, impact, tone of voice, passive audiences) versus new brand thinking (an experience to share and pass on, engagement, involvement, life style - cultural context: iPod).