I have been using Downy Fabric Softener for a few years now. I really love the great April Fresh scent. I add it to every load and love the smell of the clothes when they come out of the wash. I would not use another brand because I feel like the scent doesn't last as long. I can smell the scent when I take the clothes out of the dryer, put them away and then again when my children walk by me with freshly cleaned cloths on.
I find that when adding I use just the minimum amount suggested and always have great results. The only problem I have had with the fabric softener in the past was knowing when to add it during the cycle, but the updated machines have a compartment now that does it automatically and there is also a "downy ball" that releases the product when ready in the washer.