The North Face is officially a 'CoolBrand' again, it
says here, having been selected by the CoolBrands Council as one of
the coolest brands in the UK for 2006.
The CoolBrands Council exists to judge which brands have
'successfully created a cool reputation at this moment in time',
a process which culminated in last night's 'exclusive CoolLive
event held at one of London's rare hidden gems - the 'Gymnasium in
King's Cross'. Ahem.
This year's council included Radio One DY Trevor Nelson, designer
Ben de Lisi and Dazed and Confused editor Nikki Bidder, all people
who, along with other judges, are presumably deemed to be painfully
cool.
They selected the winners from a collection of brands based on
research from some market research organisation, who were then voted
on by a selection of members of the public before the all-knowing,
super cool council passed their own verdict.
Apparently CoolBrands 'have a magic about them, signifying that
users have a sense of style and taste'.
We're Not Just Cool...
Keith Byrne, TNF's UK marketing supremo is understandably chuffed
and comments that 'although we're proud to be again listed as one of
the coolest brands in the UK, we will never forget our roots as the
premier supplier of technically innovative outdoor products.'
'However when we see them being worn by style setters as diverse
as Madonna, Jack Osbourne, Tom Cruise. Sarah Jessica Parker and Ian
Wright, we know that they have appeal to the fashion conscious
too'
'Our challenge now is to keep the brand cool whilst maintaining
our integrity in the many outdoor fields in which we operate.'
We reckon TNF would be even cooler if they put a proper wired or
stffened peak on the hoods of their mountaineering jackets, it might
even keep Sarah Jessica Parker's hair dry...
Other CoolBrands in 2005 Included...
... the likes of Havana Club, Stella Artois, Sony Ericsson,
Snow+Rock, Saab, Rough Guides, Puma, Orange, Audi, The Times (what?)
and a load of other not especially cool companies plus some we've
never heard of.
If you're interested in The North Face's products rather than
their image, check out www.thenorthface.com
Finally... Ferrets are the new 'must have pet'.
We found this report of the CoolLive event on the CoolBrands
web site and we almost fell off our desk...
'Unbeknown to any of the brands or media prior to the event,
ferrets were running around inside this installation, interacting
with the brands. Animals have been a constant source of inspiration
for creative teams throughout the history of advertising and brand
building.
'The idea of using live animals and incorporating them into a live
event to represent the consumer seemed exciting and challenging.
Ultimately people don't need brands to exist; they only need food,
just like animals. However, with the growth of consumer society our
daily interaction with brands and product, adds value, meaning and
individuality to our lives.
'The consumer can choose to interact with a brand or move onto a
new environment. The installation and the ferrets aimed to reflect
this. The decision to use ferrets to represent consumers is because
they are independent and clever, but they have become 'cool',
(seriously). Paris Hilton's latest accessory is a pet ferret called
'Baby Luv' and recent media features have picked up on the fact that
ferrets are the new 'must have' pet.'
Hmmmm....
Jon Doran
