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Here’s to the Crazy Ones

Here’s to the Crazy Ones Here’s to the Crazy Ones
03/30/15
1/2
by Nissa Ostroff
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March is an exciting time for us at BAVConsulting because we can look back on a full year (!) of data to find insights on how brands fared in 2014.

For this BAView, we’re celebrating the Breakway Brands from 2014.

Screen Shot 2015-03-30 at 3.40.06 PM

To uncover our Breakaway Brands, we calculated the category averages for Brand Stature and Brand Strength, and then found which brands were excelling far beyond the rest in each category.

Some of the usual suspects made the list this year. Southwest, with its consistent low fares, unconventional boarding process, and friendly flight attendants excels in an industry that is universally despised by consumers. We were similarly not surprised to see Trader Joe’s top the list as a result of its consistent delivery of high-quality and interesting products (*cough*Speculoos*coughcough*CookieButter*cough).

But besides the entrenched leaders, we also saw AirBnB and Zipcar rise to the top this year. This is intriguing because of their pioneering business models that offer what our CEO, John Gerzema, refers to as “Cinderellanomics” or products that allow consumers to access temporary luxury. AirBnB and Zipcar are united by their offering- a small “slice” of a product that is normally sold as a larger piece. For AirBnB, this is an apartment or house rental, for Zipcar it is a car.

As services like AirBnB and Zipcar push the boundaries of their categories, we look forward to seeing which categories will be disrupted in 2015.

 

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