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 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...

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