Corporations provide mostly commodity services
Groceries, packages, banking services, even taxes

We used to think of a commodity as a bad thing
Invisible, therefore boring, therefore not worth a ‘premium’ pricetag

But maybe that’s changed a little bit
With the proliferation of “my” environments

Your supermarket, bank, government, delivery service now tries to be ‘yours’
Not just in the commodity they provide,
But more in the sense of a digital butler
A personalised grocery list, account expense report, customisable delivery options

And all of those services are branded as ‘my’
“Mijn Albert Heijn”, “Mijn ING”, “Mijn Overheid”

How will digital-blended businesses change the way commodities are branded?