Web giants make it into the top 20 of cool
Web Design, Internet Marketing
13 September 2007
No fewer than four websites have made it to the list of the top 20 coolest brands, demonstrating the pervasiveness of the internet in modern life.
YouTube was rated number three, after Aston Martin and iPod. Meanwhile, Google was number five, eBay was in 13th place and Amazon sneaked in at number twenty.
Two thousand public votes were submitted in the YouGov poll and a "council" of style experts helped decide which brands are undeniably cool.
"The top 20 is a reflection of our changing needs, wants and interests," said Stephen Cheliotis, chairman of the Coolbrands council.
"You could argue that it's split into two pretty clearly-defined categories - on the one hand, things can become cool by virtue of their necessity or prevalence in your life, like Google or Amazon. On the other, the things you really want, but may know you'll never get – like a Rolex or a Ferrari - are considered just as cool.
Lee Farrant, a marketing executive who was on the council, said: "Cool is not an easily definable formula - if it were, every brand would be trying to harness and replicate that formula. It is elusive but you know it when you see it," the Independent reports.
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