Organisations are gradually _____________ the importance of creating strong brands that provide real customer benefits so they can avoid falling prey to commoditisation. In other words - companies are realising that it's the only way_____________. To a point - marketing and brand building exercises can help _____________ one's products and services and break the monotony and commoditisation but afterthat one often needs to turn to innovation and constanttechnological upgrades _____________ mindshare.