So just what do these diverse Breakaway Brands have in common? Landor found that each brand, regardless of age, embraces both contemporary and classic values, and that each excels at the basic branding principles of remaining relevant and differentiated. The current Breakaway Brands survey measured brand performance across the worst years of the recent severs economic downturn. It’s no surprise, then, that the two most dominant brand values to emerge from the study were comfort and nostalgia, both providing security during tough times. These days, “communicating comfort can help brands really connect with consumers,” says one brand consultant. “When times are tough, people are looking for brands they know and the comforts they can bring, not only functionally but also emotionally.