As a brand, attaining coolness may seem like a difficult feat. It’s a quality that everyone wants, but don’t know exactly how to get because it’s definition changes with consumer preferences. But YPulse data shows brands can take practical steps to enhance their perceived coolness among young people—or regain it if it has been lost. A crucial aspect is first listening to young people and knowing which brands are the coolest in their eyes. This is where YPulse’s Brand Tracker comes into play: we ask young people themselves to rate brands’ coolness to understand what lies behind this ambiguous attribute. According to YPulse’s Decoding Brand Affinity report, European 13-39-year-olds say a brand is cool when it’s “unique and stands out from the competition,” “keeps up to date with current trends,” and is “popular” (another title every brand wants to win). In short, being cool is about knowing what your brand is best at, and not being afraid to innovate within that niche. Brands like Nike and Apple excel at...
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