30 Sep '15, 1am

How the UK defines the 'cool' factor of hot brands like Sonos and Netflix - Digiday #branding #luxury

How the UK defines the 'cool' factor of hot brands like Sonos and Netflix - Digiday #branding #luxury

What makes a cool brand? Innovation, originality, authenticity and desirability, according to Stephen Cheliotis, chairman of the CoolBrands Council, which has released a survey on the U.K.’s top 20 “cool” brands. Besides Apple, which topped the charts for the fourth year in a row, a few interesting insights can be gleaned when looking at the rest of the top 20. Fourteen brands retained their top 20 status, suggesting that new arrivals have to try extra hard to make a dent. Service-oriented brands and companies operating in the connected space (Spotify, Netflix, Sonos) enjoyed higher rankings compared to more luxury brands (Dom Perignon, Rolex and Stella McCartney) which dropped out of the top 20 list. Advertisement The list is determined by a panel of experts (broadcasters, editors, musicians) and then voted on by 2,500 representatives of the U.K. public. The purpose of th...

Full article: http://digiday.com/brands/uk-defines-cool-factor-hot-bran...

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