Battle of the brands: Winners and losers in the culture war

Kate McDougle
Added Value UK

Brands are beginning to question whether just knowing their consumer is enough to differentiate them. Being culturally relevant and future-focused is increasingly important because culturally connected brands can be nimble and operate in real time. They draw their meaning from culture as it shifts. Understanding the impact of these shifts can be critical to the future vibrancy of a brand.

How can you connect with, and measure, something as amorphous as culture? And how do you know when you're doing it right?

For the past three years we have been measuring how successfully brands are connecting with the cultural Zeitgeist with our Cultural Traction study, which can signify a brand's future health. Unlike other brand studies that record a moment in a brand's past, Cultural Traction is future-focused, measuring its potential growth momentum.