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Outlaw Consulting Announces Top 15 Most Trusted Brands

Outlaw Consulting, the source of market intelligence on the forward social and style trends that impact mainstream consumers, today officially released its 2007 Trusted Brands Index, revealing the brands that have earned the most respect and loyalty of young trendsetters across the U.S. The top 15 brands represent a range of product categories including consumer electronics, retail, fast food, fashion, and beverages - with Apple, Trader Joe'ss, Jet Blue, In-N-Out Burger, and Ben & Jerry'ss receiving top ratings.



The qualitative market research firm surveyed 109 of its most forward-thinking trendsetter panelists living in New York, Los Angeles, San Francisco, and Miami asking them for a list of companies they trusted and respected and their reasons why. The sample primarily consisted of Gen Y consumers, ages 21-27, selected from a larger panel of 500 trendsetters that Outlaw Consulting has been cultivating for the past 12 years.



Our aim was to compile a 'sTrust Index's of brands that trendsetters have deeply positive feelings for, said Barbara Bylenga, founder and chief strategist. Not just whatever is hot right now, but the brands that inspire true loyalty in this generation.



Panelists were asked to talk about the companies that, despite needing to make a profit like any other business, tend to gain their respect more than other companies. The brands that made the list did so for a range of reasons. Some brands were cited because they break the rules of the conventional marketplace, several because they speak the language or emotionally connect with Gen Y (without trying), while others are more trustworthy because they care about their customers and employees.



Top 15 Most Trusted Brands

   
   
   


1.   
Apple   
   
   
60.9

2.   
Trader Joe'ss   
   
57.4

3.   
Jet Blue   
   
46.4

4.   
In-N-Out Burger   
38.8

5.   
Ben and Jerry'ss   
33.6

6.   
Whole Foods   
   
32.4

7.   
Adidas   
   
   
31.8

8.   
American Apparel   
31.2

9.   
Target   
   
   
29.4

10.   
H&M   
   
   
28.9

11.   
Levi'ss   
   
   
26.4

12.   
Volkswagen   
   
24.8

13.   
Converse   
   
24.5

14.   
Vitamin Water   
   
18.5

15.   
Red Stripe   
   
17.5



Sample = 109; Rankings based on the percentage that panelists listed a company in their top two.



Clean and Simple Equals Hip   


According to the research, simplicity reigns supreme in the eyes of young trendsetters, at least when it comes to brands. Many of their favorite companies, from Apple to smaller newcomers like Method, have a reputation for keeping things as stripped down and unadorned as possible - not just in product design, but also in the way they package or market their offerings. In addition to Apple and Method, other companies mentioned included Vitamin Water, Dove, Jet Blue and In-N-Out.



Dorky: The New Cool

Not all brands can pull off the old-school authenticity of Adidas, the bleeding-edge design of Apple, or the gritty sexiness of American Apparel. But Outlaw'ss research revealed that some of Trendsetters's favorite brands aren'st cool at all - in fact, some were described as downright dorky. Yet they have won the love of young hipsters by being original, quirky, friendly, and simply being themselves. Brands that fit this category include Trader Joe'ss, Jet Blue and In-N-Out.



Happy Employees are the Best Marketing Tool

When the panelists were asked to explain why they love their favorite stores, they talked a lot about the employees. According to the results, perceptions related to worker job satisfaction have a huge impact on young consumers's feelings about a brand. Whether instilling pride in doing business with that company or making their interactions with that company more enjoyable, employee satisfaction has helped to make brands such as Trader Joe'ss, In-N-Out Burger and American Apparel earn the respect of the Outlaw Consulting trendsetter panel.



Brands of the Future

For the most forward trendsetters, companies that rate high on the credibility scale are more than just 'scool's - they are consistently innovative. Some of the most respected brands embody change and constantly reach towards the future. Trendsetters referenced Nike and Apple as examples of brands that help push society forward by leading the trends and/or re-inventing their products.



Overall, what resonates most with young adults is authenticity, says Bylenga. Our trendsetter panelists are most attracted to companies that keep things simple, who are frank and straightforward in their marketing and communications, who demonstrate an independent spirit, who aren'st trying too hard to be 'scool's, and who are clearly guided by their customer'ss needs and best interests.



About Outlaw Consulting

A qualitative market research firm, Outlaw uses a range of innovative methodologies to gain market insight related to social and style trends and the people who influence them. The firm continuously tracks consumer mindsets to pinpoint which trends will gain mass-market acceptance, helping companies such as Levi'ss, Nike, Diageo, Nordstorm and other major marketers, to keep their brands, products and services relevant to new generations of consumers. The company, which is headquartered in San Francisco, develops and manages its own Trendsetter Panels and also provides customized strategic research to consumer marketers, advertising agencies, and retailers all over the world. For more information, visit www.outlawconsulting.com.



Contact:

Holly Brickley

Barbara Bylenga

Outlaw Consulting

(415) 541-9300

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