The power of the Brand lies in the perceived value of the Product it represents. Brand follows product, product does not follow brand. The latter puts the cart before the horse. In 2012, except for niche markets, few consumers, including "Green" ones ACT, that is actually buy at a premium price, toilet paper along with countless other mundane products based on its brand. Shelf space, availability and price, not Brand, now more than ever are the conditions that compel consumers to choose one brand over another and to be loyal to a brand of, say paper-clips, is absurd. For example, I can't imagine a Brand of gasoline that I feel shares my values. Thought provoking article well written.