How about the bottled water business!
According to Wikipedia, The U.S. is the largest consumer market for bottled water in the world, followed by Mexico, China, and Brazil. In 2008, U.S. bottled water sales topped 8.6 billion gallons for 28.9% of the U.S. liquid refreshment beverage market, exceeding sales of all other beverages except carbonated soft drinks, followed by fruit juices and sports drinks… About 25% of U.S. bottled water sold is purified municipal water according to a four-year study by the Natural Resources Defense Council. Both Aquafina from PepsiCo and Dasani from The Coca-Cola Company originate from municipal water systems.
And in the United States, bottled water costs between $0.25 and $2 per bottle while tap water costs less than a penny. According to Bottledwaterblues.com, about 90% of manufacturer's costs is from making the bottle, label, and cap!
For those of you who think you're in a commodity business, you're not working hard enough to figure out how to differentiate your brand and make more money.
Heck, Dasani and Aquafina is pretty much tap water marked up a couple thousand percent!
Work harder to craft and build a consistent and meaningful brand image, design, USP, packaging, promotion materials, talent pool etc.,
If they can do it with water, I'm certain you can do it with the kool-aid they're selling at your firm!
IN SHORT, BE A BRAND – NOT A COMPANY!