Cultural relevance just got tangible.

Brandgeist IQ is a first-of-its-kind, proprietary methodology designed to measure the real-time cultural relevance of brands.

While being culturally relevant is so mission critical to driving brand love, to date there was no single, universal source of truth to measure cultural relevance—so we decided to score some brownie points and create our very own.

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. With 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

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63.45

72.3

67.05

62.45

54.9

74.45

66.35

63.3

75.5

70.75

63.55

67.1

80.25

74.25

59.45

69.95

59.7

51.5

60.7

65.8

58.7

69.15

70.35

81.75

64.75

64.25

76.25

69.65

73.8

62.05

66.8

62.1

72.5

53.3

72.4

71.85

61

63.1

65.3

54.6

67.85

62.8

72

67.15

61.15

80.05

72

74.35

73.8

75.25

Plugged into Pop Culture

These brands are doing the most—at least when it comes to keeping up pace and tapping into pop culture. Take e.l.f. Cosmetics—as the first beauty or skincare brand to launch on the newest social platform BeReal, what’s more plugged in than that?

Disrupting the Norm

With high scores for disrupting the norm, these brands are giving people something to talk about—and Cheetos is flamin’ hot, from their cheetle to unexpected restaurant eats with Cheetos as a star ingredient.

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 Thinx tackles often-taboo subjects as if it’s your approachable bestie?

Living with Purpose

Purpose is at the core of how these brands show up in the market. Love it or hate it, Liquid Death puts “death to plastic” in everything they do.

Always Inclusive

These brands are walking the walk and showing the world the importance of inclusivity—look no further than M·A·C Cosmetics’ IG feed to see their message of “All Ages, All Races, All Genders” come to life.


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