We released our Prophet Brand Relevance Index (BRI) earlier this week, which asked  15,000 U.S. consumers which of the more than 300-plus brands across 27 industries they simply couldn’t imagine living without. As we poured through the data to better understand some of the biggest relevance stories tied to: the gainers (how about it FitBit and Pinterest); the surprises (Clorox, Tide and Band-Aid still matter..a lot); the shifts (the QSR category took a nose dive, including Starbucks and McDonald’s); and the decliners (sorry Yahoo, Old Spice, Chipotle and Staples).

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