What makes a brand cool?

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 research carried out by NFO Workgroup.

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...