“A thing called love” Neil Hart would say for building
a relationship between a brand and its consumers. One needs to grow and nurture
the relationship.
Neil states that “customers love to see something
everyday done differently to make it more appealing. The trick is to have the
ability to look in order to see something different in the ordinary”. He goes on to say that “when connecting with
connectors – word of mouth may be nothing new, but the extent to which word of
mouth can travel in a digital space certainly is. Peer
marketing extends your sales force across channels you cannot buy, making it
extremely valuable”. (Neil Hart - Founder and Chairman of Boomtown
Strategic Brand Agency and Chairman of the Marketers Executive Forum)
What is ‘Cool ‘ Around the World?
One can say that most people like products and people
that are “cool” and generally endorsing a product or person or situation or
place with the word “cool” is favourable and flattering. So when the word “cool”
one of the most used words on planet earth is used in every day conversation across
all age groups what products or services have received top accolades of being the
Coolest Brands?
The only reference to ‘Cool Brands’ in the publication
“Brands & Branding in South Africa” is made in the Sunday Times Generation
Next 2012, Youth Brand Preference Study. The United Kingdom appears to be a
number of steps ahead with the analysis of ‘Cool Brands’ chosen by an Expert
Council and thousands of members of British public and is powered and the
entire selection process independently administered by The Centre for Brand
Analysis – visit http://www.coolbrands.uk.com
How ‘Cool’, is That?
CoolBrands® is an annual initiative to identify and
pay tribute to the nation’s coolest brands. For as long as and since 2001 they
have been canvassing the opinions of experts and consumers to produce an annual
barometer of Britain’s coolest brands, people and places.
‘Cool’ Comments
The Oxford Dictionary states “Informal: Fashionably
attractive or impressive or excellent”
“Some people and brands are motivated solely by fame
and fortune, while the cool ones simply make moments richer and more memorable
for us all” Gisele Scanlon
“Cool is in some ways inexplicable and intangible.
Cool is an attitude. Cool usually comes from authenticity, creativity and
excellence” Grace Woodward (TV Presenter & Fashion Creative)
“For me, ‘cool’ is a very individual thing. It’s not
about fads, trends, or what’s ‘hot right now’. It should be about something you
have a connection with and, without having to shout about it, you just know it’s
cool! Lisa Snowdon (Presenter, Model & Co-Host, Capital Breakfast Show)
Cool is Subjective
and Personal
Here Are a Few of the UK Cool Brands
It is one thing to be a ‘trend’, quite another to be ‘cool’………
