I misunderstood you and agree with you in principle with the clarification above, although your gut instinct on first view is very often the right decision anyway. No matter what picture a designer wants to paint around it.
GSX - re: coke bottle - looks like I picked a bad exmample - thanks for the link though, interesting read! The point that I was trying to make is that we recognise shapes as brand identity when those shapes (or typefaces) are clearly defined as a particular brand over a number of years. Often, that is not the original intention (although clearly with Coke they thought about the bottle).