Making Salt and Socks Exciting

If you're lucky enough to merchandise a brand that offers alluring products — e.g., supple leather accessories (Cole Haan); beautiful teak furniture (Country Casual); amazing wine cellars (Wine Enthusiast); or gorgeous fine stationery (Crane) — count your blessings. Whatever the product category or target market, a merchant’s job is always demanding. But it's especially so when one has to market quite ordinary products, ones as mundane as salt or socks? What's a merchant to do?