Resonant + Regional:  Brands’ Cultural Resonance Scores Reveal Opportunities by State

By Kathleen Colditz

In today’s saturated marketplace, it’s easy for brands to be seen—but much harder to be felt. The TMA Cultural Resonance Score™ (CRS) moves beyond ubiquity, revealing which brands have not only achieved widespread recognition, but have also woven themselves into the fabric of the communities they serve. The latest findings show that, while many brands have a national presence, only a select few truly resonate across the entire country. Meanwhile, many others shine as local icons—appearing in the top 10 only within the CRS rankings of a single state.

America’s Most Culturally Resonant Brands

Among the 4,000+ brands evaluated, only three—Amazon, Google, and Apple—achieve both ubiquity and universal resonance. Their dominance is expected, but what’s remarkable is their exclusivity in this status, given the wide reach of so many household names. Nike and LEGO also boast impressive breadth, ranking in the top 10 in 75% of states. Beyond these leaders, brand resonance becomes highly regional.

Local Legends: When Brands Truly Belong

The CRS highlights brands that have achieved legendary status within a single state, becoming deeply embedded in their local culture. These local legends often owe their resonance to historical roots, major economic contributions, or a unique alignment with community values. Notable examples include Vans, a mainstay of California’s skate and surf scene, and Whataburger, homegrown Texas brand that’s become part of the state’s identity.

Missouri and Oregon shine with the most number of unique brands in their top 10. 

Brands that are in the top 10 of a single state: 

• Vans – CA
• Sprite – IL
• Lay’s – IL
• Mayo Clinic – MN
• Olympic Games – MN
• Columbia Sportswear – OR
• Subaru – OR
• FedEx – OR
• NBC – WI
• Whataburger – TX
• Crest – MS
• General Mills – MO
• Chevrolet – MO
• Gatorade – MO
• HP – SC
• Firehouse Subs – SC
• Energizer – KY
• Oreo – TN
• Habitat for Humanity – AZ
• Honda – LA
• Spotify – UT
• The North Face – CO
• Under Armour – MD
• Breyers – VA
• Dunkin’ – MA
• National Geographic – MA
• Levi’s – OH
• Pixar – WA

To Build Universal Resonance, Radiate from Your Core

For brands building top-tier resonance in just one state, that local fire can ignite national impact. Start by doubling down on what makes your brand beloved: launch experiential campaigns—like pop-up shops, community festivals, or exclusive in-state collaborations—that immerse consumers in your brand story and then amplify those experiences nationally. Transform loyal customers into brand ambassadors with “hometown hero” campaigns and share their stories widely to fuel word-of-mouth.

Whataburger has grown Texas pride into a roving food truck tour, and Vans hosts grassroots skate events anchored in its California heritage. Encourage user-generated content by spotlighting customer stories and testimonials from your core market, creating a ripple effect of authenticity.

When expanding beyond your home state, think boldly: secure naming rights for event venues, sponsor high-profile festivals, or partner with regional influencers who share your brand’s spirit. Imagine Columbia Sportswear backing outdoor adventure races in new regions, or Whataburger sponsoring high school football championships across the South, carrying the emotional energy of its Texas roots into neighboring states.

Beyond Ubiquity: What is CRS?

TMA Cultural Resonance Score™—developed by TMA and powered by BERA’s Brand Intelligence—is a percentile ranking (0-100) that reflects a brand’s authentic cultural impact among those who know it. It is built on four essential pillars:

Recognition: How well consumers grasp the brand’s purpose and values.

Alliance: The strength of consumers’ emotional alignment with the brand.

Engagement: Consumers’ willingness to spend time with the brand.

Advocacy: Their readiness to support and champion the brand.

Brands with high CRS don’t just show up everywhere—they belong everywhere, cultivating trust and fueling sustainable growth.

Resonance Drives Growth

TMA’s analysis of more than 4,000 brands reveals a strong link between cultural resonance and business performance. Brands in the top 25% of the CRS consistently command a greater share of customers than their competitors. Even incremental gains in CRS are directly tied to increased customer share, proving that resonance is a real engine of growth.

Resonance Builds Resilience

Cultural resonance also acts as a powerful buffer in turbulent times. For example, during the California wildfires, insurance brands with top-quartile CRS maintained steady resonance despite negative headlines, while others saw declines averaging 15%—and some plummeting by a third. This kind of resilience is built on authentic, long-term relationships that provide brands with the cultural capital to weather any storm.

The Roadmap is Clear

Radiate your core strengths outward, amplify your most powerful brand acts, and invite new audiences to experience the authenticity that made you a local legend. As your brand’s resonance grows, so will your sales—and your place in the hearts of consumers nationwide.

Kathleen Colditz is SVP of Strategy at TMA.