AdAge put a spot light on brands that are getting it right and brand that are getting it wrong here, including DeBeer's, Hyundai, and XBox.

Notably, the brands getting it right have something in common in this down economy:

They are focusing on a marketing message that emphasizes more value and low risk.

The brands getting it wrong...well, they didn't focus.

For example, DeBeer's thought people would buy more diamonds to get more value out of their money. They should fire whoever thought that.