Direct bank, first direct, were the only bank to make the UK CoolBrands list 2010 when the awards were announced yesterday.
Aston Martin, the iconic British sports car manufacturer, was named the coolest UK brand in the annual CoolBrands survey, while pioneer of punk Vivienne Westwood is 'en vogue' topping the list of fashion brands. Interestingly Vivienne Westwood was also named as the top 'modern' eccentric in a recent poll into Britain's individualism conducted by first direct.
CoolBrands, the annual initiative celebrating the coolest brands in the UK, yesterday launched its results for 2010/11. Key factors taken into consideration when judging the brands included, style, innovation, desirability and originality.
The process, independently managed by The Centre for Brand Analysis on behalf of Superbrands (UK) Ltd, began with researchers identifying thousands of brands, which were then judged by a voluntary Expert Council and over 2,300 consumers. The council comprises an eclectic group ranging from the rapper Tinie Tempah through to senior journalists at titles such as Vogue.com.
first direct was first named a CoolBrand in 2006 and hasn't left the CoolBrands list since.
Natalie Cowen, Head of Brand at first direct commented:
"It may seem a bit strange for a bank to be named as a CoolBrand, but at first direct we pride ourselves on being different and standing out from the pack. For our brand to stand shoulder to shoulder with Aston Martin and iPhone is a great privilege."
Stephen Cheliotis, Chief Executive, The Centre for Board Analysis and Chairman of the CoolBrands Council commented:
"Every year competition is fierce amongst brands competing to make it into the CoolBrands rankings and traditional favourites continue to challenge new, cutting edge brands."
>ends<
Editor's Notes
For further information on the press release please contact Rebecca Hirst on 01132766899, rebecca.hirst@firstdirect.com or Amanda Brown on 01132766700, amanda.brown@firstdirect.com.
CoolBrands has been running annually since 2001. Superbrands (UK) Ltd commission The Centre for Brand Analysis (TCBA) to independently manage the research, which involves TCBA identifying thousands of brands that are then judged by a voluntary Expert Council and the British public. The council this year comprised an eclectic group ranging from the rapper Tinie Tempah through to senior journalists at titles such as Vogue.com.
The 2010/2011 Expert Council are:
- Ben De Lisi: Fashion Designer
- Damian Barr: Journalist, Writer, Playwright & Presenter
- Danny Sangra: Artist, Art Director & Designer
- Dolly Jones: Editor, Vogue.com
- Donna Lambert: Brand & Events Consultant
- Jack Horner: Co-Founder & Creative Director - FRUKT
- James Murphy: Founding Partner - Adam & Eve
- Jess Search: CEO - Channel 4 BRITDOC Foundation
- Jo Jackson: Founder - i-am Beyond
- Jo Tutchener: Founder - Beauty Seen PR
- Kate Creasey: Editor - Cosmopolitan.co.uk
- Kate Halfpenny: Fashion Stylist & Bridal Wear Designer
- Katrina Larkin: Co-Founder - The Big Chill
- Kay McMahon: Digital Director - Wallpaper*
- Kelly Hoppen: Interior Designer
- Lee Farrant: Partner - RPM Group
- Michael Acton-Smith: CEO - Mind Candy
- Nadja Swarovski: Vice President & Creative Director
- Neil Byrne: Board Director - Camron
- Newby Hands: Associate Editor & Director of Health & Beauty - Harpers Bazaar
- Nicolas Roope: Founding Partner - Poke London
- Paul Percival & Adam Reed: Managing Director & Creative Director - Percy & Reed
- Ric Blaxill: Head of Music - Big City Network
- Roger Wade: Director - Brands Incorporated
- Ruby Hammer & Millie Kendall: Founders - Ruby & Millie
- Sadie Frost: Actress, Designer & Performer
- Sandra Halliday: Director of Market Insight & Analysis - WGSN
- Sarah J Edwards: Director - BLAG UK
- Simon Armstrong: Book Buyer - Tate Modern & Britain
- Steve Parkinson: Managing Director - London Radio, Bauer Media
- Stuart Semple: Actor
- Tim Soar: Menswear Designer
- Tinie Tempah: Musician
- Trevor Nelsom, DJ
- Walé Adeyemi - Fashion Designer
How the survey is compiled
The definition of cool, is of course, entirely subjective. However, CoolBrands research has shown there to be six key factors inherent in identifying a Cool Brand. The expert council and consumers were asked to consider the following in making their decisions:
- Are they stylish?
- Are they innovative?
- Are they original?
- Are they authentic?
- Are they desirable?
- Are they unique?
The CoolBrands selection process was independently administered by The Centre for Brand Analysis Ltd. A comprehensive database of the UK's coolest brands was compiled using a wide range of sources, from sector reports to blogs. From the thousands of brands initially identified, approximately 1,100 brands were short-listed.
An independent and voluntary Expert Council scored this list, with members individually awarding each brand a rating from 1-10. Council members were not allowed to score brands with which they have a direct association or are in direct competition to.
The lowest-scoring brands (approximately 40 per cent) were eliminated. A nationally-representative group of just over 2,300 UK consumers (accessed via a YouGov panel) were asked to vote on the surviving brands. The opinions of the Expert Council (70 per cent) and the British public (30 per cent) were combined and the 500 highest-ranking brands
were awarded 'CoolBrand' status.
