ICT brands are well represented in the latest Cultural Traction report from Added Value.
The top 10 on a global basis are:
* Google;
* Apple;
* Samsung;
* IKEA;
* Microsoft;
* Sony;
* BMW;
* Audi;
* Coca-Cola; and
* eBay.
Cultural Traction 2013 involved 62 250 respondents across 10 markets: the US; China; France; Germany; Italy; UK; Australia; Brazil; Hong Kong; and Singapore.
The global study into the impact of culture-led marketing shows that tech brands are making the most powerful connections with consumers, accounting for six out of the top 10 places in the ranking, led by Google. By achieving high levels of “cultural traction”, these brands are staying more relevant to consumers, thereby increasing their opportunities to achieve sustained growth.
Culturally vibrant brands are those perceived to have the most visionary, inspiring, bold and exciting (Vibe) attributes.
“It is critical that brands stay apace of culture. Consumers can tell you about how the world is changing today, but the world can tell you a lot more about the consumers of tomorrow,” comments Maggie Taylor, chief executive of Added Value (North America).
“It’s one thing to be a culturally vibrant brand in one part of the world; it’s another to maintain that vibrancy at high amplitude across the whole world.”
* Google;
* Apple;
* Samsung;
* IKEA;
* Microsoft;
* Sony;
* BMW;
* Audi;
* Coca-Cola; and
* eBay.
Cultural Traction 2013 involved 62 250 respondents across 10 markets: the US; China; France; Germany; Italy; UK; Australia; Brazil; Hong Kong; and Singapore.
The global study into the impact of culture-led marketing shows that tech brands are making the most powerful connections with consumers, accounting for six out of the top 10 places in the ranking, led by Google. By achieving high levels of “cultural traction”, these brands are staying more relevant to consumers, thereby increasing their opportunities to achieve sustained growth.
Culturally vibrant brands are those perceived to have the most visionary, inspiring, bold and exciting (Vibe) attributes.
“It is critical that brands stay apace of culture. Consumers can tell you about how the world is changing today, but the world can tell you a lot more about the consumers of tomorrow,” comments Maggie Taylor, chief executive of Added Value (North America).
“It’s one thing to be a culturally vibrant brand in one part of the world; it’s another to maintain that vibrancy at high amplitude across the whole world.”