Superbrands names cool brands

Branding organisation Superbrands has put Aston Martin top of this year’s Cool Brands list, beating off competition from Apple Computer, YouTube, Virgin Atlantic and Ferrari.

The announcement was made at the 2007/08 CoolBrands event last night at The Bridge, London SE1, which featured a fresh logo and branding by Start Creative.

The Superbrands council has identified various trends – such as ‘revenge of the nerds’, ‘The Bond effect’, ‘Playstation versus Nintendo’ and ‘Tate Modern the coolest place to visit’ – from the research conducted to shortlist this year’s top 20 brands.

Stephen Cheliotis, chairman of the Cool Brands council, comments that there is a ‘divergence between aspiration and practicality, but both are deemed cool’.

‘It goes to show how the needs and desires of consumers are developing,’ he adds.

The council, which comprises experts such as Brand Experience Consultancy founder Ralph Ardill, Naked Communications managing partner Niku Banaie, journalist and playwright Damian Barr and ICA artistic director Ekow Eshun, judges brands on a number of criteria such as style, innovation, originality, authenticity, desirability and uniqueness.

Coolbrands is just one of five programmes which Superbrands runs in the UK.

Others include Business Superbrands, eSuperbrands and Sport Superbrands.

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