Google tops the list as the brand making the most powerful connection with consumers across the globe, according to the third annual Cultural Traction report from Added Value.
Next is Apple, followed by Samsung and Ikea.
The Cultural Traction report ranks brands based on VIBE, or those perceived to have the most Visionary, Inspiring, Bold and Exciting attributes, according to the WPP-owned global brand and marketing consultancy. Cultural Traction is defined as the year-on-year change in VIBE. This year's report is the first that measured brands globally; its first two years, the report was U.S.-only. This year the research involved more than 62,000 respondents in 10 countries covering 160 brands and 15 sectors.
That tech brands top the list is not surprising, said Maggie Taylor, CEO of Added Value North America. It's not that technology necessarily equates to brand vibrancy, but "tech connects us in better, deeper, broader ways," Taylor said. "The product experience is much more in tune with culture."
What is surprising, she said, is how significantly Samsung is gaining on Apple. "What's happening with Apple is that the brand's becoming less inspiring, and Samsung has now caught Apple on this dimension. And there seems to be a shift that Apple is becoming the more corporate [brand]," Taylor said. "Post-Jobs, who personified the brand and kept it more human, it seems to be losing some of its humanity and mojo, certainly. When you look at what Samsung is doing from a marketing standpoint, it's bringing the products to life in a way that literally connects to you, for example, with eye tracking. That certainly comes through in their communications as well--it's about being a more human and connected brand." Samsung, Google and eBay (10th on the list) are all WPP and Added Value clients.
Meanwhile, the fact that Ikea ranks so highly in a sea of tech brands speaks to its ability to connect with consumers. "This is a brand that's doing exactly what we're proposing," Taylor said. "It's not just about diving into the cultural conversation; it's all about refreshing the brand in a way that is culturally relevant but doing it in a way that stays true to who you are."
Ikea is "tapping into the cultural zeitgeist" by acknowledging how people are increasingly interested in design and fashion. And its brand experience is a "much more connected one; Ikea just lives this in everything they do."
So what's the link between cultural vibrancy and financial health? "It's just too early and the financial metrics we have are somewhat limited," Taylor said. "Anecdotally, sure [there is a link]."
The takeaway for marketers: "Look at your brand from the outside in and not just the inside out," she said. "That's the key--looking at the hidden meanings in everyday culture and making sure that brands are seeing and driving the future so that they can keep their brands fresh and relevant. For a marketer, there's nothing more critical than that."
