Cultural Traction by Added Value Designers: Caroline Edgar & Valerie Poliakoff. Content: Added Value Cultural Traction teams US & UK.
Cultural Traction is a tool that measures, deconstructs and diagnoses the cultural relevancy of brands, and is a proven driver of brand health not just today, but more importantly tomorrow.
Cultural Traction measures the change in a brand's VIBE – that's how Visionary, Inspiring, Bold and Exciting it is. How this changes over time shows how well brands are staying fresh by being connected with what's emerging in culture. And it grounds something as amorphous as culture into hard data. Which makes the analysts amongst us smile.