14 October 2010

The Aston Martin design studio in Gaydon, Warwickshire

What is cool?

The recent Cool Brands index listed Aston Martin as the UK’s top brand, with Apple, Blackberry and Bang & Oulfsen also being heralded as amongst the nation’s coolest brands. As many brands actively pursue a ‘cool’ strategy, Sholto Lindsay-Smith, managing director at strategic brand and communication consultancy Uffindell, explores why brands are so obsessed with the quest for cool and considers the dangers this can pose to a brand’s longevity.

Wine and noses

Harry Pearce and his team at Pentagram have designed labels for Londis and Budgens wines.

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