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first direct Voted One of UK's Coolest Brands for 2011/12

28 Sep 2011

first direct has officially been named a CoolBrand for the sixth year running - the only bank on the list.

The CoolBrands® list, now in its tenth year, follows a vote by a combination of 2,000 consumers and a panel of 36 designers, style experts, media personalities and prominent figures from the worlds of TV, fashion and music. Helping rate coolness this year were the likes of Jessie J, Ben de Lisi, Lisa Snowdon, Rob da Bank, Sadie Frost and Kelly Hoppen. 

Co-ordinated by The Centre for Brand Analysis, the prestigious CoolBrands list was drawn from over 10,000 independently identified brands, whittled down into a shortlist of 1,500. The panel of 36 influencers then scored each brand, bearing in mind factors such as style, innovation, originality, authenticity, desirability and uniqueness, before more than 2,000 members of the British public gave their ratings. The views of both the panel and consumers were combined to produce a list of the 500 brands most highly rated. first direct  beat tough competition to take its place in the prestigious list. 

Stephen Cheliotis, Chairman of the CoolBrands Expert Council, said: "Cool is subjective and personal, but first direct has been identified as a CoolBrand by the British public and a panel of influential opinion formers based on a wide criteria of factors. It is a huge achievement and implies it is a brand that most Brits wish to own. first direct  is clearly delivering cool in the eyes of consumers and influencers alike." 

The CoolBrands survey has been compiled annually since 2001. The results are published every September and a selection of the country's coolest brands are featured in a luxurious, hardback format book, available from all good bookshops (RRP £50), or which can be ordered by contacting 020 7079 3310 or at CoolBrands.uk.com. You can also stay up-to-date on CoolBrands news at the CoolBrands Facebook page and Twitter.com/CoolBrandsUK

 

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For more information please contact: Rebecca Hirst on 01132 766899 or rebecca.hirst@firstdirect.com

Notes to Editors:

  • What is CoolBrands®?

CoolBrands is an annual initiative to identify and celebrate the UK's coolest brands. Since 2001 the survey has been canvassing the views of opinion formers and consumers to produce an annual barometer of the nation's coolest brands. This year's survey sought the opinion of the independent influencers and over 2,000 British consumers.  Brands do not apply or pay to be considered. The entire selection process narrows a potential list of over 10,000 brands down to just 500 CoolBrands. The results are published every September and a selection of the country's coolest brands are featured in a luxurious, hardback format book, available from all good bookshops (RRP £50), or which can be ordered by contacting 020 7079 3310 or at CoolBrands.uk.com. You can also stay up-to-date on CoolBrands news at the CoolBrands® Facebook page and Twitter.com/CoolBrandsUK

  • What is the CoolBrands selection process?

Each year just 500 CoolBrands are chosen by the panel of influencers and members of the British public. Brands do not apply or pay to be considered. The entire selection process is independently administered by The Centre for Brand Analysis. The key stages of the selection process are as follows:

A comprehensive database of UK brands is compiled using a wide range of sources, from sector reports to blogs. From the thousands of brands initially identified, approximately 1,500 brands are shortlisted. The independent and voluntary panel scores this list, with members individually awarding each brand a rating from 1-10. Panellists are 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) are eliminated. A nationally representative group of more than 2,000 UK consumers are asked to vote on the surviving brands. The opinions of the influencers (70 per cent) and the British public (30 per cent) are combined and the 500 highest-ranking brands are awarded CoolBrands status.

Influencers and consumers were given the following guidelines when considering the brand list: Cool is subjective and personal. Accordingly, voters are not given a definition but are asked to bear in mind the following factors, which research has shown are inherent in a CoolBrand: 1. Style; 2. Innovation; 3. Originality; 4. Authenticity; 5. Desirability; 6. Uniqueness.

Who is on the CoolBrands Expert Council 2011/12?

Walé Adeyemi, Fashion Designer

Kate Creasey, Former Editor of Cosmopolitan.co.uk

Rob da Bank, DJ & Bestival Founder

Ben de Lisi, Fashion Designer

James-lee Duffy, Art Director, Graphic Designer & Illustrator, We Are Shadows

Gizzi Erskine, TV Chef

Sadie Frost, Actress & Fashion Designer

Kate Halfpenny, Fashion Designer & Stylist

Ruby Hammer MBE & Millie Kendall MBE, Founders of Ruby & Millie

Newby Hands, Associate Editor & Director of Health & Beauty of Harper's Bazaar

Rickie Haywood-Williams & Melvin Odoom, Hosts of Kiss 100 Breakfast Show

Kelly Hoppen MBE, Designer

Jessie J, Music Artist

Jo Jackson, Managing Director of 'i-am' beyond

Dolly Jones, Editor of Vogue.com

Daisy Knights, Jewellery Designer

Mark Krendel, Partnerships Director of Universal Music Group UK

Lee Lapthorne, Fashion & Creative Director

Hannah Marshall, Designer

Zara Martin, TV Presenter & Model

Liz Matthews, Entertainment Publicist

Kay McMahon, Digital Director of Wallpaper*

Natasha McNamara, Editor of Glamour.com

James Murphy, Founding Partner of adam & eve

Miquita Oliver, Broadcaster

Steve Parkinson, Managing Director of Kiss

Paul Percival & Adam Reed, Managing Director & Creative Director of Percy & Reed

Way Perry, Menswear Editor, Creative Director & Fashion Director of Wonderland, Rollacoaster & Man About Town

Danny Sangra, Artist, Art Director & Designer

Stuart Semple, Artist

Lisa Snowdon, Presenter, Model & Co-host of Capital Breakfast Show

Tim Soar, Menswear & Womanswear Designer

Anna-Marie Solowij, Beauty Journalist & Brand Consultant

Nadja Swarovski, VP International Communications & Creative Director of Swarovski

Jo Tutchener, Founder of Beauty Seen PR

Grace Woodward, TV Presenter & Stylist

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first direct has officially been named a CoolBrand, in an influential annual initiative to identify the UK's coolest brands. The CoolBrands® list, now in its twelfth year, follows a vote by a combination of 3,000 consumers and a panel of 37 designers, style experts, media personalities and prominent figures from the wt.cds of TV, fashion and music.


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