KEY POINTS:
Google and YouTube have it, Amazon and eBay are "in," but the coolest kids would eschew their technological appeal for the classic charms of an Aston Martin, according to a survey of the hippest brand names.
A list of Britain's top 500 "cool brands" has been determined by more than 2000 public votes as well as the guidance of a "cool council" of style experts.
Stephen Cheliotis, chair of the CoolBrands Council, said brands in the top 20 were clearly split between technology and luxury.
"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."
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.
- Independent
