Used to use only Dawn or Palmolive
but we bought this huge Kirkland brand bottle of liquid dish soap. I think the label says "environmentally responsible dishwashing liquid" or something like that. It is really good stuff. It feels as strong as Dawn does to me. I really don't ever wash dishes by hand. But I always have dishwashing liquid at the sink so that I can clean the sinks or soak something. I refill my old bottle of dawn with it and keep the giant bottle under the sink.
I remember the pink stuff. Most horrible dishwashing liquid EVER!!!
But this kirkland stuff really does work well. There are certain things I will not ever buy generic and certain things I will (especially when it comes to food), but things like rubbing alcohol, peroxide, paper towels, hand soap, dish liquid, I've been buying generic for a long time now.