No Company’s Product HAS to be a Commodity

I hear people in companies talk about their products as being commodities all the time. The truth is…they don’t HAVE to be. It is the companies themselves, not the markets, that turn their products into commodities. In 1980, Theodore Levitt published an article in HBR called, “Marketing Success Through Differentiation… of Anything.” It’s worth the read, and companies that figure this out, can’t build powerful brands.