The 11^th 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?