In a world where brands function as cultural artifacts rather than just commercial entities, traditional metrics no longer tell the full story. To understand a brand’s true value and its potential for longevity, we must move beyond surface-level sentiment and transactional data. What matters now is resonance: the ability of a brand to align with evolving cultural narratives and systemic realities. This means decoding how brands participate in shared symbols, respond to shifting social norms, and integrate into the broader ethical and ecological structures shaping our future. Resonance is not just a measure of relevance. It is a measure of adaptability, integrity, and meaning.