How to build a cool brand

Should brands be aiming to be cool?

Companies today are bigger and more powerful than they have ever been, but the bigger a brand gets it tends to loose a critical side of it's appeal; it's coolness.

In this week's Daily Maverick article I take a brief look at cool brands and the elusive magic fairy dust that some master marketers have that makes their cool factor endure even as they scale.

Epitome of cool brands: building brands that become cultural icons
Cool brands carry enough metaphysical weight to have an influence on culture. They transcend their business classification of ‘brand’ and re-emerge as a meme.