Specific to last week but with all the Euro examples reminded me - was the BA advertisement that Chris mentioned sent and/or can it be resent?
The link is below. What I love about this advert (apart from the hairstyles and retro business class product), is the airline work hard to talk about the benefits of their product (arrive ready to do business), rather than features. When suppliers talk about features (x inch seat pitch, y flights per day, lounges dine on demand etc), its far easier for a Procurement professional to commoditise this product, place it in the leverage box on Kraljic and think they are truly comparing apples with apples.
Remember, what Procurement people want more than anything is when we have multiple suppliers all seemingly offering the same product or service because this then allows us to leverage our spend, negotiate and in some cases auction our demand. We would consider this as a 'commodity'.
British Airways works hard in this advert to not be commoditised!