I’ve never been a fan of discounting. Quite the opposite, in fact. The best way to lose hard-won brand equity is by giving it away. Still, when times get tough it’s hard to dismiss the pricing part of your brand equation.

That’s why I think Staples’ used ink cartridge strategy is smart. When Fortune’s Three Minute Manager panel posed the question, “Should I focus on lower prices or on new products?” to Ron Sargent, Staples’ CEO, here’s how he explained his approach: “We recently started offering $3 coupons for empty ink cartridges. We already commanded a healthy share of the ink business, but it’s grown. By offering more value, we were able to expand our market share.”

Staples found a way to offer a valuable discount that doesn’t reflect poorly on its brand, because it requires something from the consumer in return. And it makes Staples appear to be a better corporate citizen to boot. Smart.