Apple defies naysayers as UK's 'coolest' brand

Apple has retained its title as the UK's perceived "coolest" brand, despite growing doubts over the company's ability to innovate.

Apple: the new iPhone 7 Plus
Apple: the new iPhone 7 Plus

Innovation is one of four "cool" factors measured by the CoolBrands survey, but naysaying over Apple did not prevent the company winning out over Glastonbury, Netflix, Aston Martin and Nike.

The top ten was rounded out by a mix of media, tech and fashion brands including Instagram, Spotify and Adidas.

CoolBrands has come in for criticism over its survey methodology. The outfit canvassed opinions from 36 judges and 2,500 British consumers.

This year, it emphasised that "cool" was a subjective concept, and that participants were asked to give brands a rating of one to ten based on their authenticity, desirability, originality and innovation.

The survey is weighted to the opinion of the 36 judges, who included MOBO founder Kanya King, chief executive of the British Fashion Council Caroline Rush, and actor David Harewood.

This year's list also has some notable absences. For the first time, there are no retail, food or drinks brands featuring on the top 20. Previous lists have included the likes of Selfridges, Liberty, Dom Pérignon and Whole Foods.

This year's top ten:

1 Apple
2 Glastonbury
3 Netflix
4 Aston Martin
5 Nike
6 Instagram
7 Spotify
8 Adidas
9 PlayStation
10 YouTube

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive
Shares0
Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published

More