Brand categories: Cool brands

 

Why is it that some brands are better than others at communicating to consumers a feeling of authenticity, and that the interests of both brand and user are aligned? Laurence Knight defines this as 'b ...

The paper addresses the journey to global insights, acknowledging that simply having a global insight is not enough for building global brands. Having an insight is necessary but not sufficient! The i ...

Shaziya Khan, vice-president and strategic planning director at JWT India, investigates why, given the consumers' avowed preference for nature-based and 'green' products, they still (in the main) repr ...

Tim Stock and Marie Lena Tupot, from scenarioDNA New York, argue that the goal of product placement is to find the right place for the brand - effectively to cast the brand, much like actors and scrip ...

Having followed the implementation of a project conducted in eight European countries under the coordination of Research International UK which identified cool brands in six product categories, we dec ...

Cultural brands are based not only on successful products, but on creating a lifestyle around them. This article looks at how brands can be created which have an emotional and cultural appeal to consu ...

This article attempts to define what constitutes a cool brand. Marcel Knobil frequently quotes from the 'cool council' of Cool Bandleaders, an initiative from the Superbrands organisation and from re ...