What is Cultural Traction™?

A brand’s change in VIBE over time is its Cultural Traction™.

A brand's VIBE score is a composite of four factors, statistically culled from dozens of attributes that reflect cultural relevancy.

Brands who are shaping the cultural conversation are:

Visionary
Leading the way and getting our attention
Inspiring
Have a point of view and stand for something I want to be a part of
Bold
Have swagger with substance
Exciting
Are disruptive and have momentum