Harley's famous brand couldn't buffer it from the downturn once owning a Harley stopped being cool.

当哈雷摩托车不再是“酷”的代名词时，即便是它那知名的品牌实力也无法阻止它的衰退。

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From the door handles to the website and the tags on the clothes to marketing events: If people are to be persuaded a brand is the height of cool, the devil is in the detail, says Cheliotis.

从门把手到网址再到衣服的标签最终到营销手段：如果大家认为一个品牌是走在时尚前沿的，那么细节是决定成败的关键。

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"Right now it's up to us, with basic brand management, to keep the brand alive, keep it cool and delight our fans with new things," says Mr. Wagemans.

“现在它就要来到我们身边，我们要用基本的品牌管理来保持品牌的鲜活，同时保持它的出色性我们还要开发更多的新东西来满足粉丝的需求，”Wagemans先生说。

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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.

FORBES: A Breakthrough In Measuring 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.

FORBES: Why Apple Will Do Perfectly Fine Without Steve Jobs

In fact, the design and brand became so cool that lines formed as the new iPhones were released.

FORBES: How Will Apple Stay at the Top? It Must Disrupt Itself - Again