MBLM Unveils Ben & Jerry’s as Youngest Brand in Consumer Goods Industry to be Part of Top 10, Ranking Reflects its Unconventional and Outspoken Appeal

U.S. Top Consumer Goods Brands 2017

“While legacy consumer goods brands appear to be traditional, the rookie Ben & Jerry’s thrives to be different and sets itself apart by being outspoken and unconventional,” stated Mario Natarelli, managing partner at MBLM.

MBLM, the Brand Intimacy Agency focused on strategy, design, creative and technology, today revealed that among consumer goods industry brands, Ben & Jerry’s which ranked seventh, stands out for its unconventional and outspoken brand appeal. The youngest brand in the category, Ben & Jerry’s was the only one that led in being indulgent versus focusing on nostalgia, the dominant category convention.

“Ben & Jerry’s ranking so high demonstrates that it is possible for younger brands to take on the giants of an industry and cultivate highly intimate consumer bonds, often challenging the status quo,” stated Mario Natarelli, managing partner at MBLM. “While legacy consumer goods brands appear to be traditional, the rookie Ben & Jerry’s thrives to be different and sets itself apart by being outspoken and unconventional.”

Ben & Jerry’s goes against the grain of the consumer good industry. The brand is defined by the way it breaks the mold, primarily in its mission to pursue the sustainable corporate concept of “linked posterity,” and also the way it markets its products, sources its ingredients and participates in sociopolitical conversation.

The brand’s ice cream is made with fair trade ingredients and its Caring Dairy program encourages dairy farmers to raise “happy cows.” The brand ranks second in the consumer goods industry and fourth in the overall study for the archetype of indulgence, but it sets apart from other indulgent food brands by…

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