Amazon and Google the world’s top two ‘culturally resonant’ brands

By our News Team | 2023

Metric goes beyond the transactional, to ‘having a shared perspective of the world and an understanding of the true value the brand provides’.

Amazon, Google and Apple are among the world’s most culturally resonant brands, according to a study released this week by The Marketing Arm, an agency that is part of the global Omnicom marketing and corporate communications group.


It says ‘cultural resonance’, a term that may still be unfamiliar to many marketers, is achieved when:

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  • Audiences have clarity of the brand’s point of view in the world.
  • The brand’s point of view is meaningful to the audience.
  • The audience is so engaged with the brand that they spend time with it.
  • They become brand advocates.


“Creating cultural resonance requires commitment, consistency and empathy,” states The Marketing Arm, adding that it plans to publish its Cultural Resonance Score rankings annually.


In the 2023 top five ranking, Amazon is first, followed by Google. Crayola, a company that specialises in creative toys and activities for children, comes in at third. 


Apple is fourth, while Target is fifth. Target is a general merchandise retailer operating mainly in North America.


According to the research team, the appearance of Crayola, which is well known in many countries for producing Crayola Crayons, was a surprise.


“But it makes sense,” explains Kathleen Colditz, who spearheaded the project. “They have endured for generations with an evolving product mix that stays true to the brand’s purpose; therefore Recognition and Alliance. 


“And they’ve invested in experience and influencers, which help lift Engagement and Advocacy. Every marketer should want to dominate their category the way Crayola does.”


Surpasses fleeting nature of cultural relevance


In a press release, The Marketing Arm says cultural resonance surpasses the fleeting nature of cultural relevance and amplifies over time. 


It describes the relationship between brands and consumers as going beyond the transactional, to having a shared perspective of the world and an understanding of the true value the brand provides. 

“Historically, it’s been hard to measure the cultural resonance of a brand, let alone predict the impact resonance may have on growth. Not any longer,” the press release states.


“The TMA Cultural Resonance Score reflects a brand’s ability to capture consumers in a category with 85% accuracy.”


The study analysed 130-plus consumer-based metrics across more than 4,000 brands in 200 sectors globally. You can find out more about it here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.