Breakaway Brands: Ten companies that boosted their fortunes by cutting down on hype and connecting with customers.

The subtitle of this recent article Fortune, by Ellen McGirt, (via CNN.Com) says it all. Less with the hype, more with the meaningful customer connections.

This study of “breakaway brands” (see article for methodology) by Landor Associates highlights three essential components when it comes to break away brands – 1) trust, 2) community, and 3) a knowledge sharing dialogue.

Three unmistakable themes bubbled up from this year's survey, and most of the breakaway companies are standouts in at least two of them. "Today it's all about trust, community, and creating a dialogue with your customer that shares real knowledge," says Hayes Roth, chief marketing officer for Landor.