When we think of commodities, we picture things like wheat, lumber, or crude oil—generic products that serve everyday needs and are traded purely on price. If you need a gallon of gasoline, you’re not thinking about who refined it—you just want it cheap and fast.
But commodities aren’t limited to raw materials. In fact, anything unbranded can technically be considered a commodity. Why? Because commodities trade on one thing and one thing only: price.
As Wikipedia defines it:
“A commodity is an economic good, usually a resource, that specifically has full or substantial fungibility: that is, the market treats instances of the good as equivalent or nearly so with no regard to who produced them.”
In essence, commodities are products with no differentiation. They’re interchangeable, stripped of individuality, and have no meaning beyond their function. But here’s the kicker: just because something starts as a commodity doesn’t mean it has to stay one.
The Danger of Commoditization
Let’s look at a simple example. Imagine two bottles of honey sitting on a store shelf. One is generic and unbranded, with nothing but a price tag to entice you. The other is Manuka honey, beautifully packaged with a story about its origins in the pristine landscapes of New Zealand, its unique health benefits, and its rare production process.
The unbranded honey costs $6. The Manuka honey costs $25.
Why the massive price difference?
It’s not just the honey—it’s the meaning, story, and perception attached to the branded product. Manuka honey isn’t just honey; it’s a luxury, a health booster, and an experience.
On the other hand, the unbranded honey is purely utilitarian, stripped of any emotional connection or value beyond its use.
Every time a brand discounts its products, it risks commoditizing itself, because it reduces its value to its lowest possible price. When you compete purely on price, you’re essentially telling consumers, “There’s no meaningful difference between us and the next guy.”
But when you invest in branding, you create value. You give your product—or service—meaning, and you build brand equity: the emotional and financial value that comes from the attitudes and perceptions your customers associate with what you sell.
In other words, branding is the antidote to commoditization.
Can Anything Be Branded?
Here’s the million-dollar question: can commodities be branded?
If we stick to the unofficial definition of a commodity—anything that trades on price—then the answer is yes. Anything can be branded when it’s marketed thoughtfully.
Want proof? Some of the most successful brands in the world started with what were essentially commodities:
- Salt: Maldon Sea Salt, which sells for $10 a box, is marketed as an artisanal, chef-approved cooking staple.
- Potatoes: Lay’s and Pringles turned ordinary potatoes into billion-dollar snack brands.
- Watermelons: In Japan, square-shaped watermelons are sold as novelty items for up to $200 each.
- Eggs: Vital Farms sells pasture-raised eggs at a premium price by emphasizing their ethical farming practices and humane treatment of hens.
In each of these cases, the product itself didn’t change. What changed was how it was presented to consumers. Creativity, storytelling, and branding turned these everyday items into something people were willing to pay more for.
Creativity to the Rescue: The Case of Maldon Sea Salt
Let’s take a deeper look at an example of successfully branding a commodity: Maldon Sea Salt.
Salt is one of the most generic products you can imagine. It’s been used for thousands of years, and it’s about as utilitarian as it gets. Most people don’t think twice about which salt they buy—it’s the cheapest option on the shelf.
But Maldon Sea Salt changed that.
The Insight That Changed Everything
Maldon knew they couldn’t compete on price. Instead, they focused on elevating the perception of their product. Their key insight? Professional chefs and home cooks alike wanted to feel like they were using something special—something with a story.
Turning Insight Into Action
Maldon positioned their salt as an artisanal, high-quality product. Their unique pyramid-shaped salt crystals became a selling point, emphasizing texture and flavor enhancement. They told the story of their centuries-old salt-making process, carried out in the coastal town of Maldon, England.
They packaged their salt in elegant boxes and marketed it as a premium product for food enthusiasts. They even secured endorsements from celebrity chefs like Nigella Lawson and Jamie Oliver, who praised Maldon Sea Salt as a must-have in the kitchen.
The Results
Maldon didn’t just sell salt—they sold an experience. Consumers were no longer buying a utilitarian product; they were buying culinary prestige. Today, Maldon is a beloved global brand that commands a significant premium over generic table salt.
The Value of an Insight
The success of Maldon Sea Salt underscores an important truth: a great insight can change the game for any product, even a commodity.
Insights are the foundation of great branding. They help you uncover the emotional tensions, behaviors, or needs that can differentiate your product from the competition.
For Maldon, the insight was simple: salt could become more than just a cooking ingredient—it could be part of a chef’s identity.
But here’s the catch: insights aren’t easy to find. They require a mix of logical analysis and creative thinking to get to the heart of what matters to your audience. And once you uncover an insight, you still need to execute it effectively through storytelling, design, and marketing.
Marketing Commodities: The Hard Truth
Branding a commodity is harder than branding an already differentiated product. It requires significant investment in both creative strategy and media spend.
But it’s not impossible.
Maldon Sea Salt didn’t just sell salt—they sold artistry and culinary prestige.
Vital Farms didn’t just sell eggs—they sold ethical farming and humane treatment.
Square watermelons didn’t just sell fruit—they sold novelty and exclusivity.
The key is understanding that branding isn’t just about slapping a logo on a product. It’s about creating meaning, telling a story, and connecting with consumers on an emotional level.
The Takeaway: Branding Is the Antidote to Commoditization
At its core, branding is about creating value where none existed before. It’s what turns a $2 box of salt into a $10 artisanal product.
But branding isn’t just for companies with massive marketing budgets. Whether you’re selling salt, eggs, or even fruit, the goal is the same: to create meaning, reduce price sensitivity, and build loyalty.
So, the next time you’re faced with the challenge of selling a “generic” product, ask yourself: What does this product mean to my customers? Because when you find that meaning, you’re no longer selling a commodity—you’re building a brand.
And that’s where the magic happens.
