Method Cleaning Products: The New "Method" Marketing Model
Geoffrey PrecourtWarc
"Building a brand is about a thousand little new touches," according to Eric Ryan, co-founder/chief brand architect, Method Products, Inc. "Consistency is only for liars."
San Francisco-based Method is a household-cleaning products company founded by an agency account planner (Ryan) and a chemical engineer (Adam Lowry) in 2001. Their brand's marketplace point of difference was empowered by the diversity of their backgrounds. "We very much think of ourselves as a 'challenger' brand," said Ryan. "Most entrepreneurs are foolish enough to go up against one Goliath. We were foolish enough...