Everybody wants to be cool. Even the geeks who have embraced their geekiness these days have done so because, frankly, that’s cool. (Thanks “Big Bang Theory.”) This goes for brands, too.
Coolness comes in all forms these days. A brand doesn’t have to be the jock (Red Bull) or the prom queen (Coach handbags). No matter the category, your brand can be cool if your core customers think it’s cool. Coolness is an attitude, but one that must be established and maintained.
If you’re fortunate enough to have some people out there who think your brand is cool, be happy. But don’t get lazy. Coolness does not maintain itself. Here are the signs that your cool factor is on the decline—and some ways to counteract the lameness.
1. You believe you’re as cool as you say you are
There’s nothing more uncool than thinking you’re cool. It’s as simple as that. As soon as your brand starts acting like it’s hot stuff, it’s going to get knocked down a peg or two by a competitor. Just ask Apple.