Can "Marketing" make a Commodity Sexy?

One of the most challenging things we have to do in marketing is to sell products that are often viewed as uninteresting. To get people to consider buying a product we need to get their attention. Well, some products, especially B2B products and some consumer products do not seem very attention-worthy. So, marketers ofen need to "make them sexy".

An article is Business Week discusses Seagate making disk drives sexy. They think they have hired the person to do it. The article "Can Seagate Make Disk Drives Sexy?" The product line is called FreeAgent "data movers".

From the article, and your understanding of the products, do they have a chance? How should they do it?

Gene A. Wright