What Makes a Brand Cool?
Marcel KnobilSuperbrandsCreative & Commercial
What is a cool brand? Cool is a very subjective term and can probably never be truly defined, but we can at least go some way to identifying some of the key elements that shape cool and those that certainly do not.
The Cool BrandLeaders project
Cool BrandLeaders is an initiative from the Superbrands organisation. This involves a dedicated 'cool council', consisting of eminent individuals who are well-qualified to judge which are the nation's coolest brands.
The project saw the council members work to identify those brands with...