First recommended on November 16, 2007, Clorox was one of those well-established, demonstrated business model giants that was rudely treated by Wall Street, with the Street taking shares down to about $45 from $62.

Institutional investors punished Clorox (NYSE: CLX) for its erratic performance, but the view from here argues that stance was too harsh. Clorox's businesses are solid, but were affected by both the housing downturn (fewer households) and seasonal factors.

Here are some highlights from this past week's earnings coverage from BloggingStocks:

• American Capital Agency Corp. (NASDAQ: AGNC) earnings prospects earned it an analyst's upgrade.
• Broadpoint Securities Group Inc. (NASDAQ: BPSG) earnings prospects improved with recent acquisitions.
• Clorox Co. (NYSE: CLX) was upgraded on the belief that its fiscal year outlook is too conservative.
• Deutsche Bank (NYSE: DB) earnings prospects resulted in an upgrade from JPMorgan.
• Lululemon Athletica Inc. (NASDAQ: LULU) Q1 profit and same-store sales fell and it offered a weak outlook.
• Movado Group Inc. (NYSE: MOV) bested Q1 expectations and forecast a considerable profit for the full year.

The Clorox Company (NYSE: CLX), a company whose compatriots at the supermarket include Procter & Gamble (NYSE: PG) and Colgate-Palmolive (NYSE: CL), gave and received some good news this week. First, let's mention the giving. Management saw fit to increase the dividend that it pays to shareholders. The quarterly payout went up 9% to $0.50 per share.

Now, for the receiving. According to an earlier item on BloggingStocks, Oppenheimer thinks the stock is worthy of an outperform rating. A price target of $70 has been set. Which is impressive, since the price of Clorox as of this writing is $56.32 per share.

TheStreet.com's Jim Cramer suggests watching certain staples for hints that the flight to riskier plays is losing steam.

Will the endless "beta" trade out of slow-moving, "safe" drugs and foods and into companies like Freeport-McMoRan (NYSE: FCX) (Cramer's Take) and Caterpillar (NYSE: CAT) (Cramer's Take) ever end?

I think it won't end here, that's for certain, unless your staples stock goes to a 5% yield and the economy's macro data show a further breakdown. If we get some retail sales that are awful and some employment numbers that show a further trashing, then we are going to see a momentary blip up in stocks like Pepsi (NYSE: PEP) (Cramer's Take) and Clorox (NYSE: CLX) (Cramer's Take), but perhaps no more than that.

WD-40 (NASDAQ: WDFC), whose consumer-product colleagues include Procter & Gamble (NYSE: PG) and Clorox (NYSE: CLX), issued its second-quarter report on Wednesday after the market closed. The numbers were a bit rusty (yes, the bad pun was on purpose!).

First, we have a big net-sales drop of over 20%. Then, we have a 50% decline in net income, with earnings coming in at 25 cents per share. And finally, we see that the 25-cent per-share number missed estimates by two pennies according to this source. Management blamed the bad results in part on the weak global economy and on currency translations.

Shareholders of Colgate-Palmolive (NYSE: CL) received some not-so-cool news on Wednesday. The consumer-products business was subjected to a downgrade courtesy of Linda Bolton Weiser of Caris & Co. The analyst changed the designation on Colgate-Palmolive from "Buy" to "Above Average." The effects of currency translations is what she's worried about. She believes that they could be a drag on earnings.

If you're a long-term shareholder, I probably wouldn't worry too much about this downgrade. The stock didn't react much to the news, dropping only modestly at the end of the trading session on Wednesday (it was down like 0.3%). Obviously Colgate-Palmolive, like Procter & Gamble (NYSE: PG), Clorox (NYSE: CLX), and Kimberly-Clark (NYSE: KMB), has great potential as a core investment because of its brand portfolio.

Analyst upgrades:

• Keefe Bruyette upgraded AmeriCredit (NYSE: ACF) to Market Perform from Underperform as it believes the company's warehouse facility amendments substantially reduce the risk of bankruptcy in the near term. The firm has a $6 target on the stock.
  
• Thomas Weisel upgraded Suntech (NYSE: STP) to Market Weight from Underweight on valuation following the recent weakness. The firm has a $6 target on the stock.
  
• Banc of America/Merrill upgraded Kohl's (NYSE: KSS) to Buy from Neutral on valuation following the recent weakness and believes the company's guidance is achievable.
• Dr. Pepper Snapple (NYSE: DPS) was upgraded to Buy from Neutral at Goldman.
  
• Digital River (NYSE: DRIV) was raised to Buy from Hold at Deutsche Bank.
  
• Clorox (NYSE: CLX) was upgraded at Barclays to Equal Weight from Underweight.

Here are some highlights from this past week's earnings coverage from BloggingStocks:

• Akamai Technologies Inc. (NASDAQ: AKAM) earnings prospects garnered an analyst's upgrade.
• Applied Materials Inc. (NASDAQ: AMAT) warned of a loss for the quarter due to the economic slowdown.
• Burger King Holdings Inc. (NYSE: BKC) posted lower Q2 profit and revenue that missed estimates.
• Clorox Co. (NYSE: CLX) Q2 profit fell but beat estimates, and it reaffirmed its full-year guidance.
• Dow Chemical Co. (NYSE: DOW) swung to a Q4 loss and warned that low demand will continue.
• Hartford Financial Group Inc. (NYSE: HIG) posted a loss, cut its dividend, and offered weak guidance.

Clorox Co. (NYSE: CLX - option chain) shares are headed higher today after the company announced its second-quarter profit fell 7 percent to $86 million, or 62 cents per share, beating analysts' projections of 57 cents per share. CLX also reiterated their earnings guidance for 2009.

Consumer staples have been one area of this market that have not been completely crushed recently, although Colgate-Palmolive (NYSE: CL) and CLX have fared significantly better than Procter & Gamble (NYSE: PG). If you think that the stock won't fall by too much in the coming months, then now could be a good time to look at a bullish hedged trade on UPS.

Colgate-Palmolive (NYSE: CL), a company that shares the supermarket shelves with Procter & Gamble (NYSE: PG) and Clorox (NYSE: CLX), issued a pretty cool earnings report on Thursday. On an adjusted basis, the bottom line rose 10% to an even $1.00 per share during the fourth quarter. That was two pennies better than expectations.

That was a good showing, and it displayed resilience on the part of the company. Colgate-Palmolive also did well in the third quarter. Statements in the press release show that management so far understands how to leverage the brand equity of its consumer-products portfolio to charge higher prices where it can. It might need to, considering that currency exchanges could be unfavorable.

Get Your Office to Look Like John Thain's Lavish Office for Much Less
When John Thain became Merrill Lynch's CEO in early 2008, he hired Michael S. Smith Design to revamp his office suite, spending approximately $1.22 million according to documents. By comparison, Smith is also Michelle Obama's interior designer for the White House, which is paying him only $100,000. The following is what Thain paid for each item some much cheaper alternatives.
http://www.cnbc.com/id/28796511
Also: List of What Thain Bought -- http://www.cnbc.com/id/28793892


Beware These Safe Haven Stocks
Think you've found a safe haven to wait out the financial storm? Some ports might not be so safe, after all. They include Exxon Mobil, Wal-Mart, Clorox, PepsiCo, Colgate and P&G.
http://www.cnbc.com/id/28800794

WD-40 (NASDAQ: WDFC) reported earnings for the first quarter on Wednesday after the bell, and even though the consumer-products company went beyond what Wall Street was expecting of it, the stock was traded down nonetheless. Of course, it was a pretty bad day on Wednesday for the markets anyway, so some of it was due to that, I suppose. But the major element bringing WD-40 down was its oily outlook.

WD-40 beat the analysts by five cents with a bottom line equal to $0.46 per share. That's a great performance, but management reduced its guidance for the fiscal year. Previously, WD-40 thought it would do somewhere between $1.65 and $1.85 per share for 2009. Now, the range is between $1.60 and $1.75 per share. The market wasn't heartened by that news. Shares of WD-40 declined by over 2% this morning. And that was on top of a 4% decline Wendesday (again, though, it was a down day on Wall Street overall).

This post is part of a series featuring bargain stocks that are worth a look now. See more Cheap Stocks.

Oakland, California, might not be too pleased with the performance of the Raiders, but the (other) City by the Bay can take some pride in The Clorox Company (NYSE: CLX), a hometown stock made good. Even those of you bracing for the worst-case economic scenario can take heart in the fact that Clorox has been around since 1913, and successfully weathered two World Wars and the Great Depression.

In addition to its eponymous bleach, Clorox produces a slew of other well-known consumer staples. You may recognize such brand names as Pine-Sol, Formula 409, Brita, Glad, Hidden Valley, and Burt's Bees -- one of the newest additions to the CLX family. The Burt's Bees buy indicates that Clorox isn't resting on its stable of staples; instead, the company is actively trying to stay relevant amid a shifting consumer climate.

The home-goods firm released its first-quarter earnings on October 31 and cruised past analysts' profit estimates by seven cents per share. Clorox trimmed its sales outlook due to the expected impact of declining foreign currencies, but Chairman and CEO Don Knauss showed no hint of vulnerability. "We will not give consumers a reason to choose another brand," Knauss vowed on a conference call.

Here are some highlights from this past week's earnings coverage from BloggingStocks:

• Aetna Inc. (NYSE: AET) posted a large-than-expected earnings decline due to bad investments.
• AmeriCredit Corp.(NYSE: ACF) was downgraded despite topping Q1 expectations.
• BP (NYSE: BP) Q3 earnings and revenue soared due to surging energy prices.
• CBS Corp. (NYSE: CBS) Q3 results included some big charges and no free cash.
• Clorox Co. (NYSE: CLX) posted strong Q1 results that easily topped Wall Street expectations.
• Colgate-Palmolive Co. (NYSE: CL) posted better-than-expected Q3 profits lifted by price increases.
• DivX Inc. (NASDAQ: DIVX) topped earnings expectations and offered revised guidance.
• Electronic Arts Inc. (NASDAQ: ERTS) narrowed its net loss in Q2 and matched expectations.
• First Solar Inc. (NASDAQ: FSLR) Q3 revenue more than doubled, results easily topping estimates.
• Hartford Financial Services Group Inc. (NYSE: HIG) posted its first quarterly loss in five years.
• Humana Inc. (NYSE: HUM) topped Q3 earnings estimates and offered full-year guidance.
• Kraft Foods Inc. (NYSE: KFT) solid Q3 results were helped by higher prices and offered neutral guidance.
• McAfee Inc. (NYSE: MFE) reported that it topped earnings estimates, sending shares higher.
• Nintendo Co. (OTC: NTDOY) posted solid results driven by popularity of the Wii and DS systems.
• Procter & Gamble Co. (NYSE: PG) topped Q1 expectations but lowered its full-year forecast.
• Sony Corp. (NYSE: SNE) Q3 earnings tumbled on the recession and exchange rate issues.
• Symantec Corp. (NASDAQ: SYMC) earnings were affected a loss of market share and currency issues.
• U.S. Steel Corp. (NYSE: X) reported the most profitable quarter in its history and beat estimates.
• Verizon Communications Inc. (NYSE: VZ) Q3 earnings matched expectations but shares rose.

Clorox (NYSE: CLX) greeted investors on Friday with a sparkling clean earnings report for the fiscal first quarter. According to the press release, sales rose 8% once the effect of the Burt's Bees acquisition was eliminated, and earnings per share came in at $0.91. Analysts were looking for $0.84 per share.

That's an awesome beat. For the most part, shareholders don't have much to complain about. Operational cash flow did decrease, but you can once again factor in Burt's Bees and its effect on working capital. I always like to see cash flow increase, but since this is the first quarter, and since Clorox is backed by a whole bunch of powerful brands, I can let it go for now. Going beyond the numbers, I think the big thing to think about when considering Clorox is that it is, like colleagues Procter & Gamble (NYSE: PG), Colgate-Palmolive (NYSE: CL), and Kimberly-Clark (NYSE: KMB), a pretty strong name in supermarket aisles. Who hasn't purchased some of the company's bleach or trash bags at one time or another? I know I've been attracted to Clorox's brand equity.

On a forward-looking basis, Clorox can be looked upon as a long-term dividend play. Right now, the stock has a decent yield and is comfortably away from the 52-week low. Of course, we've been hearing a lot lately about how currency rates may start to give global companies a hard time. That's something to consider with Clorox. My feeling is that long-term thinkers shouldn't sweat it too much. One thing about the management here is they seem to be very willing to aggressively protect their brand equity against no-name brand competition and to figure out exactly what marketing messages will work with consumers. That's my top priority when it comes to consumer-products businesses and retail. I always ask myself the following question: Does management get that it's all about the branding/marketing? From what I've read, I think Clorox gets it.

No, I don't think the stock is simply going to rise from here. But I do think it could be one of the better defensive plays out there (assuming there still is such a thing as defensive play these days, that is).

Disclosure: I don't own any company mentioned; positions can change at any time.