MIAMI, October 2, 2012 – New research shows that companies that fuel customer engagement, develop ambassadors, and recognize the value of emotional connections have created a new brand category that a national public relations firm has named, Breakout Brands.
“Breakout Brands don’t go in to business to fight the market leader. Breakout Brands put the customer first and aim to do more to make customers lives better and inspire emotional attachments that can be measured at the cash register,” says Christine Barney, managing partner and CEO of rbb Public Relations.
rbb details this concept in a white paper released today, “The Breakout Brand Strategy: An Evolutionary Approach to Creating Customer Passion,” which explores the key drivers that affect customer buying behavior. rbb illustrates that the days of Avis’ “we try harder” have given way to Zappos’ “we deliver customer happiness.”
The white paper identifies organizations that are adopting an evolutionary strategy to the traditional challenger brand approach as “Breakout Brands.” Breakout Brands focus on the customer, not the competition.
rbb identifies three types of Breakout Brands. These include established brands, such as IBM, that have to maintain their leadership by constant innovation and communication with their target audience. Breakout Brands are also companies that are well engaged with customers but seek to distinguish themselves by growing their category with originality, such as Duncan Hines, and can be emerging organizations that create a new market, think Pinterest.
“rbb has commissioned a national survey to identify the top Breakout Brands and the impact the Breakout Brand strategy has on consumer purchase decisions,” adds Barney. “We expect to continue to explore how the changing marketplace impacts breakout brands and offer insights into how organizations can grow their market share by using this customer-centric approach.”
rbb’s Breakout Brand survey results will be shared at the Holmes Report Global Public Relations Summit in Miami in late October and then made available to the public. Click here to download the Breakout Brand white paper and to subscribe to the survey.
About rbb Public Relations
Champion of Breakout Brands, rbb is an award-winning marketing public relations firm with a national reputation for delivering results on par with the largest national firms, but with the individual attention of a boutique agency. Four-time winner of the “Agency of the Year” title, rbb’s staff excels in media relations, corporate and internal communications, digital/social media, product introductions, reputation management and crisis counseling. The firm’s capabilities encompass a variety of practice areas, including B2B, consumer products, financial and professional services, travel & leisure, health and fitness, and food and beverage. For more information, call (305) 448-7450.