VIBE100, thefirst study to measure the cultural vibrancy of brands.
A brand’s ability to resonate today depends on its capacity to connect with the times—to strike the right chord and make a powerful impact.
Still mired in a “Share of Voice” mindset in an era of fragmented audiences and media, brands must now pursue “Share of Culture” to forge deep, lasting connections.
And to disrupt their category. This is what we call “Culture-In, Disruption-Out” at TBWA\.
Vibe100 is TBWA\’s proprietary model, designed to decode a brand’s cultural vibrancy by measuring two key dimensions: Relevance and Impact.
A methodology, driven by human insight and enhanced by artificial intelligence, that analyzes measurable and dynamic signals across social media and search by cross-referencing social data, online searches, trends, aesthetics, and language.
It enables the creation of a ranking of brands with the strongest cultural resonance.
Top 20, out of more than 200 brands analyzed
To learn more about the study, view the rankings, or get a detailed analysis of your brand, please contact: [email protected]
Four distinct categories are emerging, each requiring a specific strategy to be implemented
The 3 Key Findings from Vibe100
To learn more about the study, view the rankings, or get a detailed analysis of your brand, please contact: [email protected]
