Since it was established in 2001, the CoolBrands initiative has sought expert opinions from an eclectic panel of creative industry specialists and consumers, defining which brands combine desirable products with a dynamic, innovative public image.
Once again, Aston Martin has topped a poll which includes leading contemporary design-driven brands, including Apple and Bang & Olufsen, as well as other leading automotive brands. The top 20 list presents an eclectic mix of new technology and design and engineering classics, a perfect illustration of how Aston Martin’s global image fuses tradition and modernity. Aston Martin was also voted the top automotive brand surpassing other luxury and specialist manufacturers.
The judging process involves an assessment of some 10,000 brands, which are then further whittled down to 500 ‘CoolBrands’, from where the ultimate top 20 is compiled. According to Stephen Cheliotis, Chief Executive of The Centre for Board Analysis and Chairman of the CoolBrands Council, “Aston Martin’s sleek, polished and sexy cars ensure the brand continues to dominate the list of the nation’s coolest brands, as judged by experts and consumers alike. Traditional favourites continue to challenge new, cutting edge brands.”
Aston Martin CEO, Dr Ulrich Bez added, “Once you can define precisely why a brand is cool, then it no longer has the magic that earns it that label. There has to be an element of mystique, something that eludes definition. In order for a brand to have that quality, it needs people behind it with a passionate, creative vision who care for and nurture it.”
The past decade has seen Aston Martin transformed from a small-scale manufacturer of specialist sports cars to a major international force in both road and racing cars. 2000 was the beginning of the company’s renaissance – a new era – and the start of unprecedented investment in development and production technology.