Connecting You with the Latest Marketing Tips and Trends.
“That is so cool!” How often do you see a product in a store, online or on TV and think just that? A few weeks ago, Vertical Marketing Network looked at ways in which perennial “cool” brands such as Apple, IKEA, Red Bull and Virgin America have succeeded in establishing brand loyalty while also continually fueling brand passion. That combination, we observed, is the secret ingredient to cool brand status, and emerging medias, whether they be application-based or social, are playing major roles. Brands ranging from Converse (cool) to Lexus (high-brow cool) to Dell (kinda cool) would agree. Strategy may not be visible to the consumer eye (and smart strategy shouldn’t be), but marketers know it certainly is at work. Coolness doesn’t just happen.
Maybe I’m just blogging out loud, but it seems like brand coolness can be crafted. For brands and marketers, the challenge is in engaging consumers in a fresh, meaningful and smart way.
Which begs the question: what brands and/or campaigns have caught your “cool eye.” And what can we learn from them?
We’d love to hear your thoughts!