Seeing a Coors can flattened in the dirt on the side of a 4-wheel dirt road is an iconic signature of the American West. It can easily be defined as trash and littering, but for some, it is confirmation that they exist in a location that represents their values. Coors has branded itself as coming from the heart of the Rocky Mountains; seeing a Coors can is evidence.

Not all iconic moments represent our best work. They do tend to rhyme with our values and beliefs.