I got my copy of BrandSimple today, the same book that MarketShift talks about here. I’ll be looking for that interview, probably with Allen P. Adamson, the author of BrandSimple, next week.  Here’s part of Marketingshift’s post on Landor Associates.

‘Landor and associates pinged me last night about their new Breakaway Brands study that is the highlight of Fortune magazine this month. From the branding study…

"The 2006 study identifies the ten brands with the greatest percentage gains in brand health and business value as a result of superb brand strategy and execution over a three-year period, 2002-2005.

The 10 brands are:

1. iPod: Consumer Electronics
2. Viking: Major Appliances
3. Converse: Athletic Shoes
4. Robitussin: Cough & Cold
5. Best Buy: Electronics Retail
6. Kohls: Department Stores
7. Frenchs: Condiments
8. Geico: Insurance
9. Dove: Personal Care
10. eBay: Online Auction

Here’s what I noted down from the first chapter of the book that I read today:

"A good brand can get across to consumers how it’s different and why it’s better.  A good brand does both."

"Make sure you’ve established a brand difference that people will find relevant".

"When a brand has a higher degree of relevance than differentiation, the brand has become a commodity — it’s uniqueness has faded and the price becomes the dominant reason to buy.  Kmart, Energizer, Bic and Handi-Wrap are good examples of high-relevance, low differentiation brands."

I’ll read more later today.