Beat butter and sugars at medium speed with an electric mixer until creamy. Add eggs and vanilla, beating until blended.
Combine flour, soda, and salt in a small bowl; gradually add to butter mixture, beating well. Stir in morsels. Drop by tablespoonfuls onto lightly greased baking sheets.
Bake at 350° for 8 to 14 minutes or until desired degree of doneness. Remove to wire racks to cool completely.
Peanut Butter-Chocolate Chip Cookies: Decrease salt to 1/2 teaspoon. Add 1 cup creamy peanut butter with butter and sugars. Increase flour to 2 1/2 cups plus 2 tablespoons. Proceed as directed. (Dough will look a little moist.)
Oatmeal-Raisin Chocolate Chip Cookies: Reduce flour to 2 cups. Add 1 cup uncooked quick-cooking oats to dry ingredients and 1 cup raisins with morsels. Proceed as directed.
Pecan-Chocolate Chip Cookies: Add 1 1/2 cups chopped, toasted pecans with morsels. Proceed as directed.
Almond-Toffee Chocolate Chip Cookies: Reduce morsels to 1 cup. Add 1/2 cup slivered toasted almonds and 1 cup almond toffee bits. Proceed as directed.
Note: For testing purposes only, we used Hershey's Heath Bits O'Brickle Almond Toffee Bits.
Dark Chocolate Chip Cookies: Substitute 1 (12-ounce) package dark chocolate morsels for semisweet chocolate morsels. Proceed as directed.
Note: For testing purposes only, we used Hershey's Special Dark Chips.
Chunky Cherry-Double Chip Cookies: Microwave 1 tablespoon water and 1/2 cup dried cherries in a glass bowl at HIGH 30 seconds, stirring once. Let stand 10 minutes. Substitute 1 (12-ounce) package semisweet chocolate chunks for morsels. Add 1 cup white chocolate morsels, 1/3 cup slivered toasted almonds, and cherries with chocolate chunks. Proceed as directed.
Coconut-Macadamia Chunk Cookies: Substitute 1 (12-ounce) package semisweet chocolate chunks for morsels. Add 1 cup white chocolate morsels, 1/2 cup sweetened flaked coconut, and 1/2 cup macadamia nuts with chocolate chunks. Proceed as directed.