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

This article discusses Added Value's Cultural Traction 2013 survey interviewed over 60,000 people about 160 brands to find out which ones are culturally relevant and future-focused.

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

Kate McDougleAdded 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?

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