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.

The Study

2012 was a big year. 160 brands across 10 markets. Some significant movers and some surprising results. Tech titans dominate the top 10 most culturally vibrant brands, joined by industry innovators from the retail, automotive and beverages categories.

Find out who's got VIBE and who’s gaining or losing Cultural Traction.

Cultural-Traction-Technology- Apple vs Samsung


Dove soars clear of Nivea

Because you're beautiful, just the way you are…


Apple vs Samsung: Frenemies at the Gate

Is the Next Big Thing already here?



Is Chanel out-styling Louis Vuitton?

Luxury never shouts, darling…


Booze brands are snoozing and losing

Time to reclaim the cultural conversation?