3. Differentiation: Competing in a Sea of Commodities

Everything Is a Commodity — Until It Isn't

Every product or service — from law firms to skin care to coffee — is, in essence, a commodity.
You don't need a unique product. You need a unique brand.
Differentiation is the process of creating that uniqueness — it's your secret sauce.

Mustard was the ultimate commodity — until Grey Poupon added white wine and an iconic glass jar.
Paired with a TV campaign featuring a fussy aristocrat, those two product tweaks repositioned mustard as a premium brand commanding twice the price.

Key Insight: A few deliberate product choices — paired with a compelling story — can reposition any commodity at a premium price point.

Jesse Merrill and Anders Eisner walked grocery aisles looking for a neglected category — they found it in cottage cheese.
Cottage cheese was bigger than yogurt in 1975, then fell off entirely due to zero innovation — a wide-open brand opportunity.
The nutritional story no one was telling: cottage cheese has more protein and less sugar than Greek yogurt — an overlooked superfood.
They launched Good Culture with yogurt-style flavors and a simple headline: "Cottage cheese, but better" — an invitation to curiosity.

Key Insight: Find the category that innovation forgot. A commodity with a dormant but compelling story is a brand waiting to be built.

Schweppes faced a choice: compete as a soft drink against Coke and Pepsi, or own the mixer category outright.
David Ogilvy chose the mixer position — a smaller market with no real competition — making Schweppes the undisputed category leader.

Key Insight: A smaller market where you can win beats a larger market where you can't be heard.

In his landmark 1972 New York Times ad, Ogilvy declared that no advertising decision matters more than how you position your product.
For a commodity product or service, positioning determines which customers claim you, how you're remembered, and whether you compete on price — or on story.