Cooling down finds us spinning in all directions

It’s interesting that of the top five ‘cool brand leaders’ identified by Research International (Alexander McQueen, Bang & Olufsen, Agent Provocateur, Tate and Ducati) along with the ‘coolest design’ brands (Diesel, Jaguar, Sony and the London Eye) all bu

It’s interesting that of the top five ‘cool brand leaders’ identified by Research International (Alexander McQueen, Bang & Olufsen, Agent Provocateur, Tate and Ducati) along with the ‘coolest design’ brands (Diesel, Jaguar, Sony and the London Eye) all but two make and sell products.

Whatever the definition of cool, and your commentators are quite right – as soon as acclaim moves from a smaller group of opinion formers into the wider public domain, it won’t be long before it falls from grace – our perception of a brand is formed largely by our experience of its product, or service.

Effective branding and communication can support a good product, but it will make no difference to a poor one. Is it not a sign of the times that branding is to products what spin is to Government?

Dick Powell

Seymour Powell

London SW6

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