BRAND MEASUREMENT

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:

Brand measurement

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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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