COOL BRAND STATUS
What do Paul Mitchell, Aveda, Philip Kingsley, Tangle Teezer and Toni&Guy have in common? They’ve all been officially named a CoolBrand, in an influential annual initiative to identify the UK’s coolest brands.
The CoolBrands list, now in its twelfth year, follows a vote by a combination of 3,000 consumers and a panel of 37 designers, style experts, media personalities and prominent figures from the worlds of TV, fashion and music. Helping rate coolness this year were the likes of TV Chef, Gizzi Erskine, musicians Laura Mvula and Charli XCX, Bestival founder, Rob da Bank and model, Daisy Lowe.
Co-ordinated by The Centre for Brand Analysis, the prestigious CoolBrands list was drawn from over thousands of independently identified brands and whittled down into a shortlist of 1,136. The panel of 37 influencers then scored each brand, bearing in mind factors such as style, innovation, originality, authenticity, desirability and uniqueness, before 3,000 members of the British public gave their ratings.
The views of both the panel and consumers were combined to produce a list of the brands most highly rated by both council and consumers.
Stephen Cheliotis, Chairman of the CoolBrands Expert Council, said: “The pressure on consumers’ disposable income is still considerable, so having a loved and desired brand can provide a much-needed edge in the battle for discretionary spend.”
