How "cool" is your brand? Marketers may soon get the answers...
A Breakthrough In Measuring Cool Business leaders can now determine whether their brands are perceived as cool and how much emotional heat they have as a measure of future business success. Results from a recent study in the beer and spirits categories are described below to illustrate the new insights available from measuring cool.
Today there is too much noise, too much clutter and too many choices for customers to navigate in virtually every category. When a brand evokes the characteristics of cool, it stands out and drives consumption. For brand owners and innovators it has been increasingly difficult to differentiate on functional features and benefits to get ahead of competitive brands and private label.
The accumulated research on quantifying cool by Buyology has demonstrated:
- Cool is a key driver of brand favorability across a wide spectrum of product and service categories
- Cool is relevant and important to all age groups, although what is considered to be cool may vary by age.
- Cool brands have different characteristic patterns
- Cool is more reliably measured through non-conscious methods, where perception and intuition operate in our thinking...