What are the benefits and limitations to brand managers of the measurement model of brand coolness presented in the study? What advice would you have for brands concerned about losing their cool as they move from “niche cool” to “mass cool”?

Interactive Edge’s CEO, Zel Bianco comments, featured on RetailWire’s Braintrust :

Interesting list but as soon as a brand becomes mass cool, it starts to lose its coolness. Perhaps Apple and Google are a few of the exceptions.

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