Friday, 30 September 2011

The Coolest Brands (and their credit scores)

http://www.coolbrands.uk.com/ this week identified the top UK brands that we apparently think are the coolest, most aspirational and, well…cool!

The brands are chosen by an Expert Council (much to my daughter’s joy, ‘Jessie J’ is a member) and just to dilute things down a bit, there are 2,000 members of the British public. 1,500 brands are short-listed and then distilled down to 500 brands who are awarded ‘CoolBrand’ status.

So the Top 10 coolest brands were:

  1. Aston Martin
  2. Apple
  3. Harley Davidson
  4. Rolex
  5. Bang & Olusfen
  6. Blackberry
  7. Google
  8. Ferrari
  9. Nike
  10. YouTube

Thing is, ‘cool’ is very subjective and personal and therefor by default hard to define. The voters aren’t given a definition of cool but asked to consider style, innovation, originality, authenticity, desirability and uniqueness.

But then, I’ve looked into the definition of cool and got the following:

cool [kool] Show IPA adjective, cool·er, cool·est, adverb, interjection, noun, verb

1. moderately cold; neither warm nor cold: a rather cool evening.
2. feeling comfortably or moderately cold: I'm perfectly cool, but open the window if you feel hot.
3. imparting a sensation of moderate coldness or comfortable freedom from heat: a cool breeze.
4. permitting such a sensation: a cool dress.
5. not excited; calm; composed; under control: to remain cool in the face of disaster.
6. not hasty; deliberate: a cool and calculated action.
7. lacking in interest or enthusiasm: a cool reply to an invitation.
8. lacking in warmth or cordiality: a cool reception.
9. calmly audacious or impudent: a cool lie.
10. aloof or unresponsive; indifferent: He was cool to her passionate advances.
11. unaffected by emotions; disinterested; dispassionate: She made a cool appraisal of all the issues in the dispute.
12. Informal . (of a number or sum) without exaggeration or qualification: a cool million dollars.
13. (of colours) with green, blue, or violet predominating.
14. Slang . a. great; fine; excellent: a real cool comic. b. characterized by great facility; highly skilled or clever: cool manoeuvres on the parallel bars. c. socially adept: It's not cool to arrive at a party too early. d. acceptable; satisfactory; okay: If you want to stay late, that's cool.

(I’m pretty sure than Ferrari don’t consider themselves to be ‘dispassionate’, ‘not exciting’ or ‘unresponsive’!)

Anyway, the point of this post was to offer up something much more tangible than the concept of ‘coolest’ and look at some good old-fashioned numbers. So here is my Top 10 Coolest Brands re-ranked by current credit score – enjoy!

Credit Score Position

Cool Position

Company

Current Credit Score

1

2

Apple

97

2

9

Nike

95

3

5

Bang & Olusfen

94

4

3

Harley-Davidson

91

5

4

Rolex

91

6

6

Blackberry

87

7

7

Google/Youtube*

86

8

8

Ferrari

85

9

1

Aston Martin

81

*Youtube - Google does not break down revenue across its products.

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