What are notable consumer trends that impacted the Breakaway Brands this year?
Bearing in mind the Breakaway Brands list is defined by brand strength sustained over a three-year period (in this case from 2005-2008), many of the trends we identify in this report have been fully adopted by smart marketers in that time. One of the most important of these is the developing consumer interest in healthy eating. Under scrutiny for the “growing waistband” of Americans, the food industry has reacted with alternative solutions and innovative ways to engage consumers and change their eating habits. Special K cereal repositioned itself to be the leader in “shape management” — launching weight loss contests and line extensions that helped Americans lose the weight and keep it off. Another trend, which has been with us for a while but we see only accelerating, is the extensive application of digital tools and communications vehicles for marketing. Just having a slick corporate website doesn’t cut it anymore. And even the online brands must adapt rapidly to keep up. Burnishing
