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