Move over Google, Aston Martin is rated coolest brand

By Arifa Akbar, Arts Reporter

Thursday, 13 September 2007

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Google and YouTube have it, Amazon and eBay are "in" and iTunes definitely rocks. But the coolest kid in town would eschew the technological appeal of the Web for the classic charms of an Aston Martin, according to a survey of the hippest brand names.

What makes a brand, place, shop or even a museum "cool" is a question that has fascinated marketing executives the world over.

Now, a list of Britain's top 500 "cool brands" reveals a schism in our desires for "hi-tech toys" such as PlayStations and Nintendos and luxury items including Rolex watches, Ferrari sports cars and Prada clothing, with the Aston Martin topping the YouGov poll.

The list was determined by more than 2,000 public votes as well as the guidance of a "cool council" of style experts. Yesterday's geek is now in vogue, London's Tate Modern has definitely got the cool factor, as has Green & Black's chocolate and Richard Branson's Virgin Atlantic airline.

Stephen Cheliotis, chair of the CoolBrands Council said brands in the top 20 were clearly split between technology and luxury, reflecting both the practical and the aspirational nature of what is considered cool.

"On the one hand, things can become cool by virtue of their necessity or prevalence in your life, like Google, or Amazon," he said. "On the other, the things you really want, but may know you'll never get – like a Rolex or a Ferrari – are considered just as cool. There seems to be a real divergence between aspiration and practicality but both are deemed cool – which goes to show how the needs and desires of consumers are developing."

Aston Martin's pole position could be a result of the "Bond Effect", inspired by the success of the film, Casino Royale, said to have rekindled admiration for the car.

Tate Modern, the former power station transformed into a modern art gallery, was the only building to appear in the top 20.

Lee Farrant, a marketing executive who was on the council, said: "Cool is not an easily definable formula – if it were, every brand would be trying to harness and replicate that formula. It is elusive but you know it when you see it," he said.

But the council, which included the Radio 1 DJ Trevor Nelson and the ICA artistic director Ekow Eshun, suggested it could be a mix of style, innovation, authenticity and desirability that contributed to creating the elusive quality.

leading areticle, page 40

The top 20

1 Aston Martin

New image, new Bond, new generation of fans

2 iPod

Trendiest gadget sinceits 2001 launch

3 YouTube

Fans range from Hillary Clinton to Arctic Monkeys

4 Bang and Olufsen

Epitome of hi-fi chic

5 Google

Now scans the globe, the stars, and owns YouTube