Landor Associates releases 2009 Breakaway Brands Study
13 August, 2009
— Landor Associates, one of the world’s leading strategic brand consulting
and design firms, today released the results of its 2009 Breakaway Brands® Study in conjunction with Daily Finance, an AOL money and finance site. As in previous years, the study uses data from Young & Rubicam Brands’ BrandAsset® Valuator (BAV), the world’s largest and most enduring consumer-based study of brands, to identify those with the most sustained growth in U.S. brand strength over the past three years.
Landor inaugurated its Breakaway Brands Study in 2004 to recognize those brands who best
exemplified true, brand-led business transformation. After evaluating approximately 2,500 brands in BAV’s U.S. database, Landor identified those that exhibited the greatest increase in brand strength over three years of BAV, in this case from 2005 to 2008. (Excluded from the study are nonprofit brands, brands with low levels of recognition among the general population, and brands with inconsistent trends in brand strength.) The result is a select group of ten leadership brands that have remained true to their roots while effectively capitalizing on influential consumer trends.
“The Landor Breakaway Brands Study is, for us, a true test of brand-led business success: each has taken the initiative to stretch into new messaging, markets, and/or audiences by building on their core brand strengths and committing to a sustained, business-building idea. This year’s Top Ten also begin to reflect a growing consumer shift from the halcyon days of conspicuous consumption to a more value-driven dynamic in brand purchase decisions,” said
Hayes Roth, Chief Marketing Officer of Landor Associates. ��Smart marketers have clearly course-corrected to adapt to new consumer realities, leveraging those aspects of their brands that appeal more to substantive value than glitzy bells and whistles."
Landor also enlisted the help of MBA students at Wake Forest University’s Babcock School of Business to study the brand initiatives, marketing strategies, and category movements that drove these brands. Landor’s team of analysts then identified the trends that serve as connective tissue among the lead brands.
This year’s trends include:
• Accelerated focus on healthy eating habits and going green
• The ever-evolving desire for a digital existence
• Tapping into a powerful female population
Susan Nelson, Landor’s executive director of insights, adds, “This year’s study is unique because the last year, 2008, witnessed the early impact of the recession. However, as we have seen over the nearly seventy years that Landor has been working with world-class brands, those organizations that both remain true to their core equities while quickly and efficiently adapting to changing consumer needs almost inevitably survive and even thrive in adverse market conditions."About Landor Associates
Landor Associates is one of the world’s leading strategic brand consulting and design firms. Founded by Walter Landor in 1941, Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry. Partnering with clients, Landor drives business transformation and performance by creating brands that are more innovative, progressive, and dynamic than their competitors.
Landor’s holistic approach to branding is a balance of rigorous, business-driven thinking and exceptional creativity. Its work spans the full breadth of branding services, including brand research and valuation, brand positioning and architecture, naming and writing, corporate identity and consumer packaging design, branded experience, brand equity management, brand engagement, and digital branding.
With 23 offices in 18 countries, Landor’s current and past clients include some of the world’s most powerful brands, including BlackBerry, Citi, the Council on Foreign Relations, Diageo, Hilton Hotels, HP, Jet Airways, Microsoft, MillerCoors, Panasonic, PGA of America, Procter & Gamble, Taj Hotels & Resorts, and Verizon.
Landor is part of WPP, one of the world’s largest global communications services companies.
For more information, please visit www.landor.com
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