Trying to be Cool

I've noticed an interesting pattern in marketing articles lately: big brands trying to be cool. 1. HP's trying to be cool with a viral video and new ad campaign. From the FingerSkilz video) was revealed to be a "viral'' advertisement from Apple. H.P. executives say the new campaign, which includes television and print advertising in addition to a variety of edgier approaches, is aimed at shaking up perceptions of the company as slightly stodgy, an image that has been reinforced by conservative corporate brand campaigns with themes like "everything is possible.''Hmm, so HP wants to be cool like Apple? Ok. First, let's compare company names: HP: blah. Apple: cool. How about web site and advertising? HP: blah. Apple: cool. Now here's a quick test. Which laptop below is cool? copying MySpace. I can't comment on this better than Ouch. Come on, McDonald's... this is so not the way to be cool. So what makes a brand cool? Stephen Cheliotis, chairman of CoolBrands, comments on the Authenticity, originality and uniqueness. If your brand doesn't inherently have these traits, please... don't attempt to be cool. You'll look like you're having a mid-life crisis, and you will be laughed at. You can play the "cool dad" who's still a grown-up and acts accordingly, but don't try to be 18 again. If it's important to connect with the younger audience, don't do it with your existing brand... this is the time for a new one that's created from the ground up to appeal to a different mindset. Add to Del.icio.us | Digg | Yahoo! My Web | Furl Mantra Brand Communication. She has extensive experience in brand/marketing strategy, market/customer research, integrated marketing communications and channel support. Jennifer also writes the