What brands are cool?

In preparation for a major feature in this year's Encyclopedia of Brands & Branding, South Africa's annual guide to the country's leading brands and branding trends, the publishers have assembled a "cool panel" of wired movers and shakers, plus some savvy marketers. The purpose is to tap into their insights and guidance about what is "cool".
 
At the same time, several hundred under-30s have been asked about the brands they relate to and think are cool.
 
"We wanted to get a basic feeling for how many brands might be involved, and how segmented or specialised this market is," explains publisher Ken Preston. "The multitude of brands that were named, unprompted, across a spectrum of 40 categories, has taken us by surprise. As you would expect, there are some clear leaders, but what is remarkable is the high number of brands named in each category.
 
"This is a very individualistic and brand-aware generation who are not slaves to fashion or hype. They can be charmingly down-to-earth and extremely aspirational at the same time. On the fashion front, this translates into Loxion Kulcha, Stoned Cherrie, Four Star and YDE rubbing shoulders with Gucci, Versace and Armani. While the original Beetle is presented in the same breath as Bugatti..." says Preston.
 
He points out that this publishers' survey is a localised one amongst relatively well-off young people and will not be typical of the whole country. "The Markinor/Sunday Times Top Brands countrywide survey this year will also include cool brands, and it will be interesting to compare results. All will be revealed in the Encyclopedia of Brands & Branding in September," Preston adds.
 
This year's edition, the 10th since the publication's inception, will carry several new features in addition to the familiar mix of brand profiles, special features, research and in-depth articles.
 
Brands & Branding will be launched on 15 September. To find out how to feature your brand in the publication, contact Ken Preston at Affinity Publishing, Tel: (011) 486-2573.