I've been conducting research over the past months for my upcoming e-book on branding commodities. In the process, I've talked with several people who seem to believe that "commodities" simply cannot be branded.
If brands are highly differentiated entities that convey unique value and highlight points of singular distinction, doesn't it make sense that commodities are simply products/services that *lack* such clearly differentiated positions?
Any commodity may be branded, but I think too many people out there get hung up on the idea that the points of differentiation must be product features (especially folks that deal with technology products).
Why is it so hard for people to understand that brands can be built on many other attributes other than simple product features? The product does not necessarily have to be different, but the total experience must be unique.
Thoughts?
-Dave
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