Does an Olympic sponsorship move the needle on cultural relevance for brands?

We’re wondering about that, too. From the beaches of Cannes to the Champs-Élysées, Allison’s Consumer Brands team, together with Allison Sports, presents: BGIQ Olympics Edition —Going for Gold. We’re leveraging our proprietary, AI-powered Brandgeist™ IQ product to uncover which brands are sticking the landing and which are flailing from the high beam.

We place brands at the collision of culture + commerce

It’s simple. Brand relevance is the currency of culture. It's what sets your status apart from the status quo. And it's what separates the icons from everyone else. 


But the fact that it’s simple doesn’t mean it’s easy. For starters, culture is a constantly moving target. You have to leverage trends before the clock runs out. But then, you can’t just chase cultural moments. You have to help create and define them, drive the conversations that shape them – and you have to dare to do it all on the foundation of brand truths. 

We’re Allison, and we consume culture with the speed and know-how to place clients into zeitgeist-making moments in ways that ensure they’re not just clicked, followed, and liked – but cemented as a defining part of culture itself.

WHO WE WORK WITH:

WHAT WE DO:

Today’s sports landscape is more intertwined with mainstream culture than ever before. It’s no longer enough to simply put a shiny athlete in your campaign. Brands must say more, do more and stand for something meaningful to impact culture both on and off the field.

We know that relationship- building across the full ecosystem of reporters, sponsors, properties and fans, is the fuel that brings these stories to life.

Allison Sports is grounded in earned-first media relations proven to deliver value by leveraging existing and planned sports sponsorships, athlete and celebrity endorsements and other marketing relationships. While earn-led, our playbook is dynamic, nimble and solution-focused with one goal in mind: winning.

WHAT WE DO:

A huge part of why brands partner with an athlete or sports entity is to be part of the cultural conversation. But how do you determine where you should play and the right fit for your brand? Allison, in partnership with The Harris Poll, recently introduced the Sports Momentum Index, a new tool that measures where fan momentum in sports is, and why. This monthly consumer poll looks at a broad cross section of existing and emerging sports, documenting fans’ impressions of each sport’s personal and cultural relevance as well as their depth of engagement. By providing data that can show where and with whom the momentum is, the Sports Momentum Index is a new and unique resource for marketers interested in investing in sports.

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




BGIQ scores are calculated relative to hundreds of brands, from iconic to up-and-coming, that inform the model's make up, using AI and advanced analytics. Roll over the logos below to see the scores from the first 75 brands scored.

U.S. BRANDS

76.85

83.45

60.40

77.80

66.40

84.95

79.05

74.70

81.20

80.60

69.55

74.70

85.10

84.35

63.60

71.25

68.75

72.70

75.85

74.75

72.40

78.65

74.15

84.65

69.75

73.00

86.35

74.95

77.55

65.05

65.50

79.35

70.05

78.95

82.65

78.05

67.95

83.65

81.60

84.75

85.25

67.00

63.35

85.70

72.15

85.00

80.25

84.10

74.80

85.15

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


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