Style without substance is the worst misappropriation of cool. But if you think that’s what this article is all about, guess again. In fact, cool is a valuable brand asset that no small business can afford to ignore.
Cool is not something that only a select few businesses are born with, it can be created or uncovered. In your uniqueness and authenticity, your small business is already cool. You just need to get in touch with it.
What is Cool?
At its best, cool is a bridge. To be cool, your brand must have one foot in two different worlds, one high one low. To be cool means you can transport someone from one of those “worlds” to another.
Cool is so desirable because it is a vehicle for change.