The latest CoolBrands list has been revealed and digital giant Apple has retained its crown as king of cool, topping the list for the fourth year on the trot.
The top 10 was dominated by digital brands, no doubt as a result of their huge popularity and our reliance on them. Relative newbies Instagram and Netflix were up there, along with YouTube – although Facebook and Twitter appeared not to have the same cool factor, missing out on the top 20.
The best of the rest was made up of fashion and lifestyle brands with Ray Ban taking second spot, ahead of music festival Glastonbury in 3rd while Alexander McQueen, Chanel, and Aston Martin added the luxe-factor to the top 10.
The list, published annually, is voted for by 2500 people nationwide, along with a expert panel oozing with cool credentials, including musicians Ella Eyre and Labrinth, fashion designers Amanda Wakeley and Melissa Odebach and actress Jaime Winstone.
According to organisers, for a brand to be cool it needs to hit the mark on a range of criteria including style, innovation, originality, authenticity, desirability and uniqueness. Which leaves us wondering, will any brand ever be able to topple Apple from the top?