The definition of cool is abstract at best; one person's Rolls Royce is another's Reliant Robin. But that has not stopped The Centre for Brand Analysis deciding which companies have the ‘coolest' brand.
Possibly with too much time on its hands, the Centre has compiled a list of the top 20 cool brands of the year, embracing a range of sectors such as technology, fashion and cars. Sadly, waste disposal, sanitation and tone distribution were not considered.
Technology dominated the list, and the likes of Apple, Spotify, Google, Instagram, Sonos and YouTube made it into the top 20.
Surprising absolutely no one in the world who hasn't been living under a rock for the past decade, Apple took the number one spot. The company won the coolest brand for the fourth year running, no doubt fuelled by Jony Ive's rather fetching, if over-enthused about, product designs.
If Apple is as cool as a bath full of liquid nitrogen, Ray-Ban is the equivalent of a dip in the Arctic ocean while cradling a penguin, as the sunglasses company took the second spot.
One-time hippy commune and world's largest mud convention, Glastonbury, took the bronze medal, giving it the cool factor equivalent of ice-skating naked in a hailstorm.
Netflix, Nike, Instagram and YouTube also featured in the top 10, gaining the cool factor of having a massage from a yeti.
James Bond fans will be distraught to discover that Aston Martin, maker of the most beautiful cars to grace the planet, took only the tenth position.
That's right, the chariot of Britain's beloved fictional spy is held in less regard than a social media site known for pictures of people's food.
Google will be licking its wounds as it came outside the top 10, in the respectable position of twelfth but some way behind rival Apple.
Virgin Atlantic represented the world of transport at position 19, the cool equivalent of eating ice cream really fast, probably owing to its in-flight film service and cabin crew in Vivienne Westwood-designed uniforms.
Many technology and tech-related brands made it into the cool list, so perhaps the lack of diversity in the sector will be eroded as more women and under-represented groups turn their attention to the world's coolest tech brands.
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