Years ago Ed McCabe—one of the great advertising writers of all time—took on the assignment of Perdue Chicken. In those days chicken was just…chicken. Besides establishing Perdue as a household name, Ed taught everyone in marketing an important lesson: Anything can be branded. If you’re willing to put the time, effort and thought into it, you can make anything—from ice in a deli freezer to packages of wood at your local gas station—into a brand. What are you doing to take commodities and build them into brands?