What makes a brand cool in 2012?
With Apple topping the 11th annual ‘Cool Brands’ survey, compiled by a group of key influencers, designers, journalists and musicians, not to mention nearly 3000 British consumers, I started wondering ‘what makes a brand cool in 2012?’
In 2011 Tech brands made up 25% of the top 20 cool brands on the list. This year that figure has risen by a staggering 20%, with Apple and You Tube knocking Aston Martin from its perch. So, is geek now chic? Is tech the new black? With other digital and tech brands including Twitter, Skype and iPlayer featuring in the top 20, I believe the answer is yes!
But what is it that has turned tech from geek to chic? Apple has certainly played a huge part by making it aspirational, and whilst somewhat pricey compared with direct competitors, the brand new iPhone 5 is not out of reach for those of us that want the latest ‘must have’ gadget. And other brands Skype, Twitter and You Tube bring instant gratification to their audiences and followers – perhaps it’s this instant gain that generates today’s cool-factor.
So, does this mean Aston Martin is not as ‘cool’ as it was last year? In my opinion; no. Interestingly, I believe it to be a reflection of the times, where the latest and more attainable and immediately engaging brands are higher on people’s retail radar. Indeed, Stephen Cheliotis, chairman of the CoolBrands expert council, said: “It is interesting that in this age of austerity our perception of cool has increasingly shifted from aspirational, luxury brands to free or more affordable brands that provide us with pleasure.” Further to this point, luxury brands Maserati, Ferrari, Chanel, Vivienne Westwood and Alexander McQueen have all dropped from the top 20 entirely.
We could conclude that technology bringing instant gratification, while remaining desirable via design and benefit, makes a cool brand in 2012. For what it’s worth, I still think Coca-Cola, Levi’s and MTV are effortlessly cool brands that will always look good on t-shirts. Maybe that’s just me, but isn’t it all down to personal taste and opinion anyway? So, what brand do you think is cool? Why not respond on facebook with your favourites from the list below and let’s see what the LAW poll looks like…
The full CoolBrands 2012/13 top 20 is as follows:
1. Apple
2. YouTube
3. Aston Martin
4. Twitter
5. Google
6. BBC iPlayer
7. Glastonbury
8. Virgin Atlantic
9. Bang & Olufsen
10. Liberty
11. Sony
12. Bose
13. Häagen-Dazs
14. Selfridges
15. Ben & Jerry’s
16. Mercedes-Benz
17. Vogue
18. Skype
19. Nike
20. Nikon