Purpose doesn’t have to be abstract - it can be measured objectively through culture
Cultural Vibrancy, or VIBE, enables clients to quantify their brand’s ability to resonate in culture. Within VIBE are metrics like ‘making the world a better place,’ ‘proud to be associated with,’ ‘courageous,’ ‘would follow into another category.’ In our tracking program we can score a brand on these dimensions (using VIBE), and can continuously evaluate the impact of its ‘purposefulness’ on building enduring competitive brand advantage as well as ensuring future growth (Cultural Traction).
Our approach is multidisciplinary and strategic. We don’t just report a brand’s performance on this measure; our team of Cultural Insight experts and Predictive Analytics explain the whys (or why nots)
and the consequences to provide direction.
