Eric Ryan and Adam Lowery, cofounders of Method, a line of household cleaning products, discuss how the product concept came into being and subsequently was developed into a premium line. Ryan and Lowery saw an opportunity to create a premium brand from the observation that the lucrative $20-billion-a-year household cleaning products category suffered from product sameness that was uninteresting and uninspiring. Method's philosophy of branding stresses that "the brand is the promise that the consumer gets from the product you are selling and the product itself delivers on that promise:' Ryan and Lowery created a line of nontoxic, high-performing cleaning products that would make a home feel fresher, more livable, and more beautiful. These products were packaged so attractively that they would market themselves on stores' shelves. They sought to extend the reach of the brand by focusing on audience segmentation rather than product segmentation, wherein Method cultivated customer loyalty to the brand across all the company's cleaning products rather than cultivating loyalty to a particular cleaning product. 

Video Discussion Questions
1. What are the key product features or qualities that define the Method brand of household cleaning products?
2. What value accrues to customers who purchase the Method brand of household cleaning products? What value accrues to Method itself?
3. Is Method's line of household cleaning products a luxury brand? Explain your answer.