Info: CoolBrands, Iceland
A short article about branding in the Icelandic version of the CoolBrands book
A short article about branding in the Icelandic version of the CoolBrands book
What is a "cool" brand?
Cool, in popular culture, is an aesthetic of comportment, demeanor, physical appearance and style. It is also a term of social distinction, an expression of admiration or approval, or a description of understated elegance.
People who have cool qualities inspire and lead, be it in a great or trivial manner, and so do brands. Consumers choose brands that inspire and do good work – work that they deem important, whether regarding product, service or conduct.
A brand benefits hugely from good design and intelligent communication, although it can only exist if it has strength, direction, and passion for what it does. A brand should keep its promise and sense of self.
Contemporary consumers, to say nothing of future ones, demand quality and integrity; so only a brand that gives back to the community when it profits is cool, for it acknowledges its obligation to the people who choose to spend their money on it as well as its greater social responsibility.
Cool, in popular culture, is an aesthetic of comportment, demeanor, physical appearance and style. It is also a term of social distinction, an expression of admiration or approval, or a description of understated elegance.
People who have cool qualities inspire and lead, be it in a great or trivial manner, and so do brands. Consumers choose brands that inspire and do good work – work that they deem important, whether regarding product, service or conduct.
A brand benefits hugely from good design and intelligent communication, although it can only exist if it has strength, direction, and passion for what it does. A brand should keep its promise and sense of self.
Contemporary consumers, to say nothing of future ones, demand quality and integrity; so only a brand that gives back to the community when it profits is cool, for it acknowledges its obligation to the people who choose to spend their money on it as well as its greater social responsibility.