The Swell Methodology™

The Swell methodology, developed in collaboration with Kantar, a leading global marketing research firm, leverages the fast-paced nature of modern culture to amplify brand and publishing channel impact. 

Recognizing that trends across various domains are interlinked, inter-inspired and constantly evolving, this approach identifies both prominent and hidden cultural currents. By understanding the cultural "swell" that surrounds us, brands can navigate what might seem like a cluttered landscape to make a significant cultural impact.

Drawing parallels with ocean swells, where future waves build from elements influenced by natural forces like the moon and sun, the Swell methodology applies this concept to pop culture. It focuses on harnessing significant cultural phenomena—such as a hit song, a popular new series on a streaming giant, or a famous athlete's social advocacy—as a "natural superforce" to create a wave of impact for your brand.

The methodology offers a strategic framework to identify and align, or even better create such forces. The next step involves integrating them with various smaller elements to propel brands to the forefront of popular culture. Underpinned by Kantar's comprehensive data insights we enable your organization to quantum leap to the forefront of popular culture. 

 

“ Every brand can own it, but you need to understand the framework. I impressed how Glass and Kantar revealed a methodology so clear from what seamed a cluttered and muddled cultural landscape”

Klant x, brand x