Brands face the challenge of staying relevant in an era of rapid trends and fragmented platforms. To navigate this, M+C Saatchi introduces the Cultural Power Index, an AI tool developed with Oxford University meant to assess a brand's cultural embedment and its connection to commercial success. Key elements of cultural power include desire, influence, presence, and momentum, and brands must engage with them strategically. Authenticity is crucial, as successful branding requires understanding how to quantify cultural power while investing time and resources into brand relevance.
Cultural power isn't about culture-jacking; it's about showing up in authentic ways.
We're not talking about how a brand piggybacks off a cultural phenomenon... it's much more rigorous, much more grounded in strategy.
Brand relevance can be achieved by understanding current cultural power and recognizing that it requires time and investment.
The Cultural Power Index measures a brand's embedment in culture and correlates it to commercial performance.
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