Commodity to Brands

It's often said to a great marketer there is nothing called a commodity. Anything & everything can be branded. we see that happening in commodities market like sugar, salt etc.
Economic defn of a commodity suggests that when consumers takes buying decision based on price & price alone, it can be said that a product or service is a commodity.
When we have something tangible in terms of products, Branding is comparatively easier where Marketers/advertisers create a brand personality through advertisements & other marketing initiatives.
Services branding is a real challenge beacuase of the fact that mostly brand experience doesn't happen at a single point. Brand experience happen at all customer touch points.
For IT services is it finally only the billing rate what matters??