The 11th annual
CoolBrands poll has been announced, and yet again sees tech
brands dominating the list - which should be a cause for
celebration of course. But I'm nonplussed. Are these *really* the
coolest brands in Britain? Really?
At what point, for example, does Skype become a cool brand rather than some nifty
technology? And is the iPlayer really a brand, a brand bigger than Ferrari (which has dropped out
of the top twenty, along with Chanel)? YouTube isn't a brand,
surely, it's a platform and a logo - it's not an Aston Martin, certainly.
The more I look at this list, the more I wonder about what
constitutes a brand in the organisers' minds - surely this is more
just a confused list of zeitgeists in some respects?