What makes a brand cool? What turns a brand into a hot commodity? Why is it cool to own a Mac and boring to own a PC? Why are Levis cool and Wranglers frumpy? Why does a well-known brand name like Clinton lose out to a new-kid-on-the-block like Obama? Sometimes it's the message. Sometimes it's the money. Sometimes it's about style, not substance. But most of the time, it's about relevance. Relevant brands have an enduring appeal. Apple has remained relevant by constantly pushing the envelope––taking their assets and looking for new applications. You design the hard drive that works for a laptop. Make it smaller, and it is an iPod. And iPods beget iPhones. Or take Levi's. Little has changed in these durable work pants. But the brand has reinvented itself time and time again to stay cool. From gold rush panhandlers to WWII Rosie the Riveter. From James Dean to Jerry Garcia. From Garth Brooks to Justin Timberlake. So what are you doing to make your brand relevant? Agency Creative has some thoughts. Give us a shout.
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