By Mark Ritson

It’s officially my least favourite week of the branding year because CoolBrands has dirtied the marketing doorstep with its ridiculous list of the 20 “coolest brands” once again. The same bananas methodology has produced an entirely arbitrary list of brands which has then been analysed by the media to produce an array of incredibly specious insights. The whole sordid cycle is a stain on modern branding.

Let’s start by examining the CoolBrands methodology – and I use that word loosely. First, let’s recruit an “expert council” consisting of 36 vaguely famous assistant editors and TV presenters like Laura Jackson and Read full story ›

Source: Marketing Week