The purpose of the research was to survey consumers on the intensity of cool and brand favorability and secondarily, to rate the brands on ten characteristics of cool.
While we might define the Apple brand as cool, innovative, and friendly, the reason the brand resonates the way it does is that those who work inside the organization have a greater recognition of the brand-ness than can be summed up in just four or five words.
In fact, the design and brand became so cool that lines formed as the new iPhones were released.
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When a brand evokes the characteristics of cool, it stands out and drives consumption.
And Tesco is not the first multinational to buy into a self-consciously cool, quirky and independent-sounding brand.
Not only is it dense with witty banter between Paul Rudd and Seth Rogen, it establishes Samsung and its Galaxy brand as the smartphone with the undeniable cool factor.
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The ads have a decidedly hip vibe and aim to associate the brand and the LS sedan with a lavish, cool lifestyle.
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That cool factor propelled consumers to spend hundreds more for the Apple brand than they would for anything Dell or HP could manufacture.
Sony seems intent on trying our patience recently with gadgets that offer cool hardware but are hopelessly hamstrung by DRM and own-brand lockins.
DailyCandy is holding a contest to identify three standout entrepreneurs and help in product development, brand-building and marketing to shape them to the DailyCandy standard of cool.
We ask chief executive of the Centre for Brand Analysis and "CoolBrand" council chairman Stephen Cheliotis for his six rules of cool.
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