Defining the 'cool' quotient

Industry experts feel that 'cool' has nothing to do with functionality, but is totally based on emotions and is something that cannot be manufactured

e4m by Abid Hasan
Published: Dec 19, 2013 7:47 AM  | 2 min read
Defining the 'cool' quotient

The term ‘cool’ is often used in the context of youth, brands, marketers and teens. For long, marketers and brands have used this four-letter word to come up with a winning product campaign and it has often worked for them.

Discussing what ‘cool’ is and what marketers need to do to understand this factor, industry experts feel that the meaning of ‘cool’ is a contextual subject, depending upon many parameters of the target audience.

Sharing her thoughts on how ‘cool’ has changed over time, designer and author Pernia Qureshi believes that earlier, everything that came out from the West was ‘cool’, but now the concept of ‘cool’ has totally changed.

The term ‘cool’ is not synonymous with any particular age group and can go along with anything, be it personality, charisma or brand, remarked Papa CJ, an international stand-up comedian. “Anyone who follows their heart is cool,” he added.

Brands are always grappling to keep the ‘cool’ quotient going over a period of time. It is up to the brands how they convey their message and to whom.

Sharing his viewpoint on the ‘cool’ quotient behind any brand, Avinash Pant, Marketing Director, Nike India said, “I think lots of innovation and positive reaction is cool.”

When asked what should be the ‘cool’ quotient for brands and persons, Qureshi replied, “Coming up first and setting a trend is the ‘cool’ quotient”. Papa CJ feels that ‘cool’ is about attitude.

The speakers were expressing their views at the Pitch Youth Marketing Summit and Awards, 2013, held in Delhi on December 18.

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