Blog

Last week Landor launched its fourth annual Breakaway Brands® study.

Breakaway Brands uses the BrandAsset® Valuator database  to uncover those brands that have shown the greatest sustained increases in brand strength over the past three years. It’s always illuminating. But this year's list really made me stop and think. It includes cereal, ice cream, a cable channel, a grocer, and (of course) Google.  

The list reminds me that what we in the branding biz do for for a living is really cool and may even be important. More than marketers, we are sociologists and cultural historians, creating and measuring our history. Tracking the growth and decline of brands tells a story of who we are, what is important to us, and what we value.

Take Trader Joe's. The success of this quirky, independent grocery retailer tells me that Americans love new ideas, executed well. They make us feel smart and independent—still that young, thrusting nation seeking a better life. We still have that drive for discovery: what fun to try a new Greek tapinade and imagine swimming in the Ionian sea. We want more time in our lives: let’s buy that yummy looking prepared lasagna, and rather than spend the time cooking, go for a walk!  

Or how about the Super Bowl? It’s not just a game anymore. The Super Bowl’s increasing brand strength tells me that we are desirous of shared experiences—even if we are still staying home and cocooning. It says that we still want our mythic heroes—even if they often emerge as flawed, much like the gods of mythology. Also, that we appreciate and seek out creativity—what else can explain the popularity of Super Bowl commercials?

And how about Google and National Geographic? How cool is it that, as we lament the loss of literacy and the obsession with the cult of celebrity, we adore brands that are all about words, learning, and exploration?

Yes, if we consider brands as one indicator of culture, we may not be doing so bad after all.