It has finally happened. Technology is now taking away one of the last remaining true pleasures in life: the aroma and flavor of a nice hot cup of coffee. In case you haven’t seen it you might want to explore the latest craze from Nootropics, the creators of Go Cubes who claim to be “experts at cognitive enhancement.” Kind of reminds me when my dry cleaner told me a few years ago that he wants to be seen as a “cleaning solutions provider,” instead of a plain old dry cleaner. Non-the-less, the new chewable coffee made a great impression at SWSW, where it was offered as more portable than coffee, less expensive per serving and containing ingredients that temper coffee’s harsher effects. Created by techies, GO Cubes now face a brand challenge to appeal to a broader audience outside of geeky engineers trying to stay up all night to write a few more lines of code. Taking on coffee is most probably a thankless task as the coffee “habit” is a global, cultural phenomenon that does not conform to any kind of rational alternative no matter how convenient or cost effective. Pretty much all branding professionals these days know that successful brands must not only provide value but have to deliver an engaging customer experience. So, I invite anyone who is interested to sit down with the NY Sunday Times, a warm and crackling fire place and a plate full of chewable caffeine tabs, now known as the Go Cube. In my view the Go Cube will soon be rebranded the “Gone Cube.” Goodbye and good luck!