Ideas about what constitutes brand strength, that elusive blend of consumer and financial performance, have changed in the past decade. The most recent Breakaway Brands list is dominated by contemporary Internet and high – tech brans – such as Facebook, YouTube, Skype, and Amazon – which have shattered and redefined their categories or built new categories altogether. However, mixed in with these contemporary brands are some old classics, such as Reese’s and, of all things, the U.S. military’s National Guard, which stand out in the list like a couple of old geezers in a glass-and-chrome Apple store.