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Industry Research


CoolBrands 2007 Key Trends

CoolBrands 2007 Key Trends

Revenge of The Nerds

The top twenty CoolBrands suggests that geeks are fighting back – with 50 per cent of the brands in the online, technology or gaming categories.

From the massive brands – Sony and Apple to web favourites like YouTube, and in 29th place, MySpace the prevalence of these brands would suggest it’s now considered cool to buy or own gadgets, play computer games or go on the internet.

Ten years ago, this behaviour might have been deemed the sole preserve of teenage boys in their bedrooms – now, it’s simply cool to be a geek.

The Bond Effect

Aston Martin once again takes pole position in the list. The success of Casino Royale – and the rekindled love affair between the British public and Bond as a result - shows there is a deeply ingrained association with the man and the car in the minds of Britons.

‘James Bond’ and Casino Royale were named the coolest films in the survey – proving that Bond’s allure to both men and women shows no sign of waning.

Playstation Vs Nintendo

Despite the popularity of both Nintendo’s Wii - the best selling games console of the past decade – and the DS, which is changing the face of the gaming audience; the Sony Playstation still manages to pip its rival to the top spot in the games and toys category of the list; coming in at number six in the list overall.

Playstation is still seen as the iconic cool console; due in part to its continuing status as the console of choice for true gamers; as well as the aesthetic appeal of Playstation’s design.

Tate Modern is The Coolest Place to visit in the UK…

Tate Modern is the only brand in the top twenty that people can visit – making it the coolest place to visit in London.

New galleries and shows open on a daily basis, but the results indicate that the collection at Tate Modern, and their continually innovative programme of exhibitions and installations will consistently draw a cool crowd.

From the now infamous Turbine Hall installations, to the best in contemporary art, Tate Modern remains at the cutting edge of Cool on the South Bank – despite competition from London Eye elsewhere along the Thames and the Roundhouse up in Camden as London’s leading cool attraction.

…But Europe isn’t Cool

Despite the wealth of cosmopolitan cities in Europe – from Paris, to Berlin, to Madrid and of course, London – Europe isn’t considered cool generally.

Italy is the only European country to make the top 100 – and coming in at number 65, it’s not exactly high up on the list.

While the venues and attractions London has to offer are considered cool, the city itself isn’t regarded so, with far-flung destinations such as Japan, Australia and Brazil all coming in higher.

You Can’t Buy Cool

Advertising? Marketing? Promotion? The coolest brands don’t need it. The results show that the brands that make the top 5 shun advertising and marketing, preferring to let their reputation – or results – precede them.

Council member and Partner at RPM, Lee Farrant, said, “Cool is not an easily definable formula - if it were every brand would be trying to harness and replicate that formula,” comments “It is elusive but you know it when you see it!"

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