Consumer psychologist and brand positioning expert Adam Ferrier offers these five secrets of a cool brand:

Don’t ever think your brand is cool. At best your brand can appeal to cool people. Without their endorsement, your brand will never be cool.

Be more male. Cool is a masculine concept; to appeal to both males and females, make sure your brand is masculine.

Authenticity is key. Be yourself, understand what makes your brand tick, and be proud even if it puts some people off.

Unconventional not oppositional. Do your own thing, break rules, and have fun, but don’t be rebellious for the sake of it.

Always talk to cool people. Your brand should always talk to people directly. Make them feel special, and give them something the others can’t.

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