Cultural relevance just got tangible.
Brandgeist IQ is a first-of-its-kind, proprietary, AI-powered methodology designed to measure the real-time cultural relevance of brands.
While being culturally relevant is mission critical to driving brand love, to date there has not been one single, universal source of truth to measure cultural relevance—so we decided create our very own. Currently available in the U.S. and U.K., BGIQ has been leveraged by dozens of consumer brands to give teams the ability to monitor how they’re moving the needle on cultural relevance with a tangible score.
THIS ALGORITHM WON’T TAKE YOUR JOB, BUT IT MIGHT HELP YOU DO IT BETTER.
By combining our consumer brands prowess with our best-in-class performance and intelligence chops, we’ve created a living, breathing data model. Using an AI model alongside numerous measurable inputs including whether a brand is plugged into pop culture, disrupting the norm, living with purpose, always inclusive, and modern and on-trend, Brandgeist IQ reveals a proprietary score from 1-100 based on how culturally relevant each brand is at any moment in time.
PLUGGED INTO POP CULTURE
Is your brand tapping into trending topics and cultural moments? Are you a leading voice in a crowded conversation? Do you playfully jab at competitors?
DISRUPTING THE NORM
Is your brand doing something unexpected, bold or brave? Are you launching unique products and winning awards for them? Do your activities translate to talk-value?
LIVING WITH PURPOSE
Is your brand standing up for something with authenticity and true commitment? Are you mission-based and inspiring others to join the fight?
ALWAYS INCLUSIVE
Is your brand leveraging diverse spokespeople across marketing activities? Do you represent a variety of people in all you do? Do you make it comfortable for people to come as they are?
MODERN AND ON-TREND
Is your brand’s visual aesthetic keeping pace with the times and consistent across channels? Is your tone of voice casual and inviting?
HOW IT WORKS
U.S. BRANDS
68.30
73.70
57.30
60.90
57.5
66.80
57.20
58.55
50.70
55.20
60.20
51.10
72.40
73.10
43.20
48.80
51.90
56.60
66.20
53.80
40.20
48.80
53.10
60.60
66.90
51.45
75.90
50.50
65.80
35.50
48.90
49.40
58.60
73.70
72.4
46.20
50.50
88.10
52.00
67.00
59.60
55.50
51.00
53.70
60.80
67.90
48.70
77.80
67.80
72.30
U.K. BRANDS
75.90
79.00
75.20
80.40
76.20
68.30
70.50
65.30
64.90
55.25
68.45
63.80
71.75
73.80
76.50
70.05
78.70
53.40
73.50
79.10
58.90
79.80
76.20
77.80
58.50
Plugged into Pop Culture
These brands aren’t just tapping into culture—they’re owning it—from Barbie mania as the U.S. looks to the upcoming Barbie film launch, to the U.K.’s BrewDog, which created the world’s first beer-scented deodorant to mark Father’s Day.
Disrupting the Norm
These brands are in their disruption eras with scores on the rise thanks to their recent, innovative moves—such as e.l.f. Cosmetic’s launch of their Vanity Table Talk digital series with beloved disruptor Jennifer Coolidge, and Selfridges, which is turning the notion of luxury U.K. department stores on its head with its first-ever “preloved swap shop” to encourage sustainable shopping.
Modern and On-Trend
With modern aesthetics and inviting prose, these brands are staying in the moment visually and tonally. What’s more inviting than how Calm’s visual identity makes us feel like we’re dozing under a weighted blanket, or how Monzo’s banking app offers a sleek, brightly colored UI for no-fuss banking?
Living with Purpose
Purpose is at the core of how these brands show up in the market—and they walk the walk, like Sephora lifting up LGBTQ+ voices with authentic Pride content, or Aesop’s commitment to responsibly sourced and vegan ingredients, recognized by their B Corp status.
Always Inclusive
These brands are showing the world the importance of inclusivity,—like Allbirds featuring enthusiasts from all walks of life across their social channels and DASH Water’s consistent use of diverse influencers across platforms.
© 2023