Why do some brands endure through turbulent times and stay emotionally essential and others not? Using key metrics from E-Score Brand like Relevant to Me, Innovative, and Makes My Life Better and other critical KPIs, we reveal brands that are winning hearts and minds no matter the moment.
Culturally aligned brands don’t just push product – they embed themselves in consumers identity, lifestyle, and routine.
Relevance
The following brands over-index for Relevant to me + four other critical metrics (Trustworthy, Makes my life better, Proud to be associated with, Inspirational) – all indicators of how a brand fits into consumers’ values, identity, and daily life.
- Spotify isn’t just a streaming service – it’s a daily ritual. With strong over-indexing in Relevance , Makes my life better, and Proud to be associated with, its emotional utility and cultural relevance make it a prime platform for brands seeking to embed into music, mood, and identity-driven moments.
- e.l.f. Cosmetics posts strong relatability and emotional affinity, reflecting a brand that resonates deeply with identity, values, and everyday empowerment – especially appealing in today’s purpose-driven marketplace.
Innovative
In a rapidly changing world, these brands evolve their identity, offerings, and strategy to stay ahead of the curve.
The following brands over-index for Innovative and other critical metrics – all indicators of a brand’s ability to innovate, influence culture, and earn permission to expand into new categories.
- Apple continues to reinvent by expanding its ecosystem beyond devices – into TV, film, Carplay, and services that integrate seamlessly into daily life. With standout scores in Innovation, Trend-Setter, and Leadership signaling that consumers trust Apple to shape what’s next.
- Jordan Brand thrives by blending legacy with reinvention. With high marks in Trend-Setter, Willingness to Try New Products, and Cool, the brand remains a cultural force – making it an ideal partner for marketers aiming to tap into credibility, youth energy, and trend-forward appeal across sport, fashion, and lifestyle.
Quality of Life
The following brands show that lifestyle relevance isn’t reserved for just category leaders – by focusing on personal value, advocacy, and cultural alignment, they’ve built meaningful traction that legacy brands can’t ignore.
The following brands are below average for Awareness, but over-index for Makes my life better other critical metrics – all indicators of emotional utility, brand advocacy, and momentum signals.
- Lush Cosmetics has earned loyalty by creating sensory experiences and taking strong stances on social and ethical issues. Lush over-indexes in Makes My Life Better (+23), Brand Promoters, and Would Try New Products – helping the brand overcome lower awareness and signaling a passionate, values-driven consumer base that fits purpose-led positioning.
- With strong over-indexing in Identify With, Brand Promoters, and Positive Brand Buzz, On Shoes connects through lifestyle alignment and cultural relevance – making it a rising partner for brands aiming to reach engaged, values-conscious consumers in the performance-meets-lifestyle space.
SOURCE: E-Score Brand – data from May 2024-May 2025
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