You Can Differentiate Any Product – Even Salt
There is no such thing as a commodity,” Harvard Business School guru Ted Levitt once opined. “All goods and services can be differentiated.” Morton Salt proved that premise by branding table salt, under a trademark that goes back to the 1940s, and the tagline, “When it rains it pours.” But now, good old sodium chloride comes in a mouth-watering […]
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