According to Vanessa Hudgens of High School Musical fame “Being cool is being your own self, not doing something that someone else is telling you to do.”
But according to a poll published this week by coolbrands cool can be defined…
Apple tops their survey in a top 10 of surprisingly intangible brands including YouTube, twitter, google and BBC iPlayer.
For the first year in its eleven year history the poll is dominated by social media brands (with one major exception!) in fact a quarter of the brands (as the BBC is keen to point out) are free to the consumer. Previous years have included Harley-Davidson, Rolex, Ferrari, Chanel and Maserati none of whom make the cool grade this year!
The author of the report puts this accessibility down to the economic climate:
“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,” said Stephen Cheliotis, chairman of the CoolBrands expert council.
“The whole CoolBrands jamboree is a gross misuse of an already thoroughly debased concept. The 20 brands that made the grade have one thing in common – they spend huge amounts on marketing. Whether you pay through a tax (BBC iPlayer), sharing personal information (Google) or with cash (Apple),”
The 2012/13 the top 20 are:
3. Aston Martin
6. BBC iPlayer
8. Virgin Atlantic
9. Bang & Olufsen
15. Ben & Jerry’s
Is this evidence that geek chic is taking over or that marketing can drive cool, you decide…
We’re looking for a talented designer to work alongside senior creative’s & UX consultants on a wide range of projects for a large variety of clients. Our visual designer position is a great role creating innovative insight led designs from concept to completion and liaising directly with clients and presenting your work to them.
Sound like your kind of role?
If you have a few years experience as a visual designer, have a strong creative portfolio and are passionate about creating innovative aesthetics and great user experiences in the digital domain, this role is for you…
Driving innovation through customer experience and insight is a great way for brands to gain new competitive advantages, improve customer loyalty and deliver on business and marketing goals.
At the Digital Health Check event run by Figaro Digital in March I explored this subject area in a presentation to demonstrate how insight led innovation can actually be done, and the benefits that can be reaped by implementing it.
I really hoped you enjoyed the presentation but if you missed it here’s the slide deck for you to look through to help inspire your next insight led innovation with real life examples, practical steps and advice. Hope it’s useful!
You can also see a recording of the live presentation so you can get the full commentary and information. Have you implemented this type of approach? Let us know what you think…
We’re currently looking for a very talented individual to join our growing consulting team in London. If you have at least 3-4 years under your belt delivering outstanding UX projects you could be our new senior UX consultant.
Have a read through the job description, send over your CV and you could be working here sooner than you think!