What is Cultural Traction™?

Added Value measures a brand’s vibrancy in culture (VIBE), and the extent to which it is gaining or losing ground over time. This is Cultural Traction™.

But, why is culture so important? Only culture tells you whether your brand has got it or lost it. Culture is the currency of all our conversations and it is in a constant state of flux. Great brands know this and invest in marketing to stay ahead of the conversation.


Visionary.  Inspiring.  Bold.  Exciting.  Attributes that define the most culturally resonant brands.  The Top 10 brands in the USA represent a diverse set of categories, including usual suspects from the tech world, but surprising new entrants as well. 
Find out who’s got VIBE and who’s gaining or losing Cultural Traction.

Umbrellas and a city

Greater Purpose

Hero Brands: The Increasingly Urgent Quest To Do Good, Better

Conscientiousness as price of entry

2014 Overview

Ready for Change: top brands push our evolution

The battle of the brands: winners and losers in the culture wars


Can Facebook Save Face?

Status update: cultural traction plummets

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Etsy: Market Maker for Makers

The ultimate story catalyst