NORTHERN PLANNER

Scott has kindly given me this Cool Brands book to have a look at. My first reaction is to reject it immediately, since I reckon calling something cool makes it anything but…

I had a read anyway and the case studies are quite good. Especially the titles, which describe the brand in sentence. It’s quite interesting to compare them as you find that some don’t do much, they don’t feel ownable. Some are brilliant compressions of something really meaty, jam-packed with possibility.

Of course pictures and associations matter, but sometimes going back to a short sentence  can help you decide if you have something extraordinary –  or just a few words.

Compare:

Innocent by name, Innocent by nature

Chanel – fashion passes, style remains

Topshop – fashion for fashion’s sake

Smile.co.uk – brightens up banking

Hakkasan – original cuisine set in sumptuous decadence

With:

Canon, at the heart of digital imaging

Blackberry – tools for success

Becks – quality and purity

Alfa Romeo  – objects of desire