2014 USA Report

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Several shifts have transpired on the cultural brandscape since 2013, with Tesla gliding into the pole position, ever so narrowly passing reigning champ Google, and lapping all other luxury car makes. Amazon’s VIBE climbed 10% as the company continued to reach into previously unchartered territories (cell phones, drones!).  Apple, once the poster child for a brand that radiated VIBE, remains a strong force to contend with, but has continued to slide from atop the perch it held four years ago, when first measured.  These brands are joined by culturally vibrant behemoths, Samsung, Microsoft, newcomer Etsy, Nike, and iconic Coca-Cola.
We see that those brands with the greatest cultural vibrancy are more likely to hit the trifecta of 1) delivering purposeful and compelling visions for positive change, 2) establishing truer, deeper, more lasting connections with people, and 3) enriching brand experiences to be more open-ended and on-going. 
Explore the USA data below, or for a global view, check out our 2013 results.
(*All alcohol related questions were answered by respondents of legal drinking age)

Visionary Inspiring Bold Exciting
Male Female
16-34 35+
Leading Edge Mainstream

Brand VIBE

A brand’s VIBE score is a composite of four dimensions, statistically formed from dozens of attributes reflecting cultural impact and relevance.

VISIONARY: brands leading the way and getting our attention

INSPIRING: brands that have a point of view and stand for something I want to be a part of

BOLD: brands that have swagger with substance

EXCITING: brands that are disruptive and have momentum


Compare the differences in VIBE scores between men and women.


Compare the differences in VIBE between younger (under 35) and older (35+) consumers.

Leading Edge

Leading Edge consumers are those most likely to drive and adopt new trends. Compare the difference in VIBE scores between the Leading Edge and the mainstream.

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