Breakaway Brands' 2014: Utilitarian And Tangible
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This article is by Mich Bergesen and Hannah Foltz. Bergesen is global director and Foltz is marketing associate for Landor.
As the 2000s turned into the 2010s, tech brand strength was growing by leaps and bounds. Apple AAPL -0.64%,Facebook and the like were the coolest innovators, and digital prowess was a strong differentiator. Today, however, with social media, apps, smartphones, and other smart devices as the norm, there is a resurgence of consumer appreciation for more tangible experiences. A more down-to-earth crop of brands, such as Kirkland Signature, MAC and Bounty, have built the greatest brand momentum in the past three years, according to a study of BrandAsset Valuator data by Landor, a global brand consulting and design firm.
By rethinking the way people experience their products and services, theBreakaway Brands of 2014 were able to stand out while forging stronger relationships with consumers. This year’s study identifies four strategies that have helped this year’s top 10 brands win over their customers.
1. Enriching the everyday.
Keurig, Bounty, and Puffs have shifted their positioning to reflect how a simple product can make life a little more enjoyable. Warm and sincere messaging reminds consumers that everyday goods help create the moments we cherish.
2. Offering more to explore.
One way for brands to increase their brand strength is to expand their offers. By extending their lines, Chex and Lea & Perrins have shown that a wealth of possibilities exists within their brand universes. Providing more choice not only attracts different segments, but also solidifies existing customers’ loyalty.
3. Enhancing personal performance.
In the age of performance tracking and wearable tech, even the casual athlete wants to use the most advanced sportswear. Oakley and Under Armour UA +0.76% have tapped into that desire by emphasizing that all of us have the power to push ourselves to the limit.
4. Focusing on experience.
The most memorable brands not only promise great things, but also deliver tangible experiences that fulfill their promises. Samsung and MAC have become top-of-mind by creating high-quality, personalized experiences both in the store and during product usage.
Brands to Watch
Landor is monitoring Amazon.com AMZN +1.7%, Kleenex , Gallo Family Vineyards, the Super Bowl, and Xbox Live to see if they can achieve Breakaway Brand status in the years to come. Although their brand strength is high, Landor’s experts have questions about their category’s strength and their position’s sustainability.
Listening, Evolving, Leading
The Breakaway Brands of 2014 are reaping the rewards from listening to consumers and adapting in practical, down-to-earth ways to shifting market needs. They identified opportunities to enhance people’s experiences with their products and services and in so doing, created deeper, more complex relationships with customers. By taking considered risks, the Breakaway Brands have significantly increased their brand strength over a three year period.
Although Internet or startup brands fell off our list this year, if they can harness today’s tangible trend and penetrate the market with the “Internet of things,” we expect their quick return to the Breakaway Brands top 10.
To read the full Breakaway Brands 2014 report and its methodology, visit Landor.com.
