How the UK defines the ‘cool’ factor of hot brands like Sonos and Netflix

What makes a cool brand? Innovation, originality, authenticity and desirability, according to Stephen Cheliotis, chairman of the CoolBrands Council, which has released a survey on the U.K.’s top 20 “cool” brands. Besides Apple, which topped the charts for the fourth year in a row, a few interesting insights can be gleaned when looking at the rest of the top 20.Read the full article