Good case study from Tom Fishburne whom you may know as the creator of the excellent Brandcamp cartoons, but is otherwise employed as the Marketing Director for Method. I like the approach that in a recession, people may well want to trade down in price but they also want to trade up in value: “Everything we’ve ever done has been to create “value” in the middle of commodity soup (and get consumers to love us)”. Method don’t accept that household cleaning is a ‘low interest’ category. They sell a culture and a philosophy. One that sees green as an aspect of product quality (“and it’s progress, not perfection”). Good stuff.