Brands compete on intangible attributes.
Commodities compete on price or convenience.
A Coke could just be yet another bottled drink. Or it can become an indispensable element of those times when friends come together, and share those so precious and unforgettable moments.
How do you want to be perceived? As a brand or a commodity?
For sure, one requires more effort and planning than the other. One requires to think through more carefully every decision. Meaning that one is way more complicated to pull off. But that same one also creates a much deeper and more meaningful relationship with people. And if you do care about that: it’s very much worth it.