Moreover, in light of the experience you bring along that mark, I as a consumer, I am willing to pay a price or other: eg if I buy coffee beans to coffee grower, I am willing to pay 2-3 cents, if I buy package of coffee, I would be willing to pay between 5 to 25 euro cents, if I take the coffee at my neighborhood, I'll be willing to pay 1 or so, but if I take it that coffee at Starbucks, with all additional psychological burden that I sold the brand, I would be willing to pay between 2-6. Therefore, is unclear how a commodity like coffee, can soon become quite an experience for the consumer, by experience which will be prepared to pay a premium for all that is implicit in symbolic consumption. Another example is the coffee to sugar. A packet of sugar can cost 0.6 to 1 at the supermarket. But if we sell the crystallized sugar and mixed with saffron or some other special ingredient that you do, so pack them in a very eye-catching bags with only 6-8 units and distribute them through stores delicatessen, we may borrow up to 8 for the product, because we provide an added value eg for gourmets will love.

A final example that I want to tell is to a company engaged in the manufacture of steel legs for tables. Marketing a commodity, without much added value and with increasing competition, have gone to market a product very special football. Made of the same material that made the legs for tables but with a very innovative design, completely customized with the team who are requested or the corporate colors of a company, if that is the case, now being marketed at major retailers of designer furniture, not just Spain but from the world. Therefore, taking into account that the consumer is the king, who has more information and we will always be associated with a trend of consumption and behavior, tribe, … I, as a company, I need to segment the different types of consumers possible and lead efforts to those in which they actually have a competitive advantage. Just see how a product such as coffee, sugar, or steel, providing a range of added value, you can become a commodity product or brand desired by a consumer segment. The task is not easy, but many already are getting.