Aston and Mercedes are officially cool

Aston Martin owners on PH will doubtless be insouciantly unconcerned by the fact that their brand beat 9997 others to finish third in the 2012 CoolBrands® list.

Now in its 11th year, this list is voted for by 3000 British consumers and a panel of 39 ‘key influencers’ including Millie Kendall MBE, Luke Peters, Plan B and David Harewood MBE.

Be they who they may, the list’s definition of ‘cool’ is a mix of innovation, originality, style, authenticity, desirability and uniqueness. Apple was the outright winner, with Mercedes-Benz holding up more motoring honour in 16th. Nike came 19th, followed suspiciously closely by the keyboard-inputting error Niko.

The top 20 CoolBrands® list 2012:

1. Apple  11. Sony
2. YouTube 12. Bose
3.  Aston Martin 13. Häagen-Dazs
4. Twitter  14. Selfridges
5. Google 15. Ben & Jerrys
6. BBC iPlayer 16. Mercedes-Benz
7. Glastonbury  17. Vogue
8. Virgin Atlantic 18. Skype
9. Bang & Olufsen  19. Nike
10. Liberty 20. Niko

Comments (117) Join the discussion on the forum

  • Beefmeister 25 Sep 2012

    Okay I'll admit, I had to look up 'insouciantly'.

    Also - Riggers writing stories from his Auto Express desk? Naughty! wink

  • yeti 25 Sep 2012

    There's a nice thread on the AM section already - AM was voted top for the last two years apparently.

    It seems to be a matter of supreme indifference to us smile

  • ukaskew 25 Sep 2012

    I assume as I haven't even heard of two of those (Liberty and Niko) I'm somewhat uncool.

  • r11co 25 Sep 2012

    "innovation, originality,.... and uniqueness"


    Shome mishtake shurely?!

  • Frimley111R 25 Sep 2012

    ukaskew said:
    I assume as I haven't even heard of two of those (Liberty and Niko) I'm somewhat uncool.
    Just google them and then pretend you did! wink

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