Commoditized Product and Service Sales

How many things can you list that can be purchased in multiple places and across multiple platforms(in stores, online, or download)?  Would that description fit a majority of goods and services regardless of distribution or consumption method?

There’s a huge misconception out there that it’s our products or our brands that define who we are or what we do.  Isn’t that a self-deprecating way of seeing yourself?

What brands fail to understand is that the people who represent and distribute their products and services, specifically those on the front lines, have as great an impact on their bottom lines as the brand marketing they engage in.