Adding to comfort-based consumer connections, two other common themes emerged from the Breakaway Brands survey-simplicity and authenticity. “If there’s one [thing all these brands] have in common, they are authentically what they present themselves to be,” says the Landor executive. “I can immediately picture what Facebook stands for, what Netflix stands for, what Apple stands for.” That may sound easy, but authenticity requires that business strategy be carefully intertwined with brand values.