As consumers, we define ourselves by the brands we keep. Like totem poles, they tell the story of who we are and where our allegiances lie.

It's disappointing to see those brands rest on their laurels. We believe in them, but they give us no new reasons to believe.

Examples are everywhere. Yearly car updates that are little more than new chrome. Detergents "improved" by the addition of a spout.

In times of plenty and prosperity, we seem content to accept this glacial progress. Like our brands, we're happy when nothing rocks the boat.

But in times of crisis, everything changes.

A few years back, the earth (or at least Al Gore) sent us a disturbing message. The world -- not to put too fine a point on it -- was going to hell in a handbasket.

It alarmed us. It threw us into a panic. And most significantly, it sent us scurrying to our trusted brands for reassurance.

We wanted them to say they had this climate change thing under control. And what did they tell us?

? ! ?

(In case you're wondering, that's the sound of deafening silence).

We felt betrayed. For some of us, it was enough to trigger switches to brands that shared our new number one priority, the environment.

Sadly, many of those dyed-in-the-wool green brands didn't have efficacy to back their ethics. Although their hearts were in the right place, they simply didn't perform. The shirts made us itchy, the shampoos didn't lather, and the deodorants didn't de-odor.

For us consumers, those were dark days indeed.

Confronted with this non-choice, many of us simply retreated and consumed less. We rediscovered the joys of family, friendship and non-branded companionship.

Then, Walmart happened.