Short answer
Prioritize genuine innovation, originality, and authenticity in brand messaging and product design to cultivate a 'cool' brand image that drives consumer desire.
- Field
- Innovation & Markets
- Source
- TRAP@NCI (National College of Ireland) (2018)
- Method
- Quantitative consumer survey.
- Evidence
- Strong effect
Brands perceived as innovative, original, authentic, and unique are more likely to be considered 'cool,' significantly increasing the desirability of their products and services. This innovation & markets research insight is drawn from a 2018 study published in TRAP@NCI (National College of Ireland). Using Quantitative consumer survey., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize genuine innovation, originality, and authenticity in brand messaging and product design to cultivate a 'cool' brand image that drives consumer desire.
Authenticity and Uniqueness Drive Brand Coolness and Product Desirability
Brands perceived as innovative, original, authentic, and unique are more likely to be considered 'cool,' significantly increasing the desirability of their products and services.
TRAP@NCI (National College of Ireland) · 2018
Key Findings
- 01Perceived coolness is strongly linked to a brand's degree of innovation.
- 02Originality, authenticity, and uniqueness are key attributes contributing to a brand being perceived as cool.
- 03Cool brands are more desirable to consumers.
Application
Design takeaway
Prioritize genuine innovation, originality, and authenticity in brand messaging and product design to cultivate a 'cool' brand image that drives consumer desire.
How to apply
When developing a new product or rebranding an existing one, conduct market research to understand what attributes (innovation, originality, authenticity, uniqueness) are most valued by the target audience and integrate these into the brand's core identity and communication.
Project actions
- 01When researching a brand, look for evidence of its originality and authenticity.
- 02Consider how a brand's innovation impacts its perceived coolness and desirability.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Provides actionable insights for brand development.
- +Quantitatively links brand attributes to consumer desirability.
Limitations
The subjective nature of 'coolness' makes it difficult to measure consistently across different individuals and demographics.
Reliability & validity
Reliability could be enhanced through larger sample sizes and standardized survey instruments. Validity is supported by the correlation between multiple perceived attributes and the outcome of desirability.
Think critically
How might the definition of 'coolness' vary across different age groups or cultural backgrounds, and how would this impact branding strategies?
Design Principles
"Cultivate brand coolness through demonstrable innovation, originality, and authenticity to enhance product desirability."
Understanding the drivers of perceived coolness is crucial for developing effective branding strategies. By focusing on authenticity and uniqueness, designers and marketers can create brands that resonate more deeply with consumers, leading to enhanced market appeal and competitive advantage.
What This Means for Your Design
Brands that feel new, real, and one-of-a-kind are seen as 'cool,' making people want their stuff more.
How to use in your project
- 1.Use the findings to justify design choices that emphasize originality or innovation to enhance brand appeal.
Add to My Project
Quick Cite
Paragraph starter
This research indicates that brands perceived as cool, driven by innovation, originality, authenticity, and uniqueness, achieve greater product desirability. This suggests that design projects aiming for market success should focus on embedding these attributes into the brand's identity and offerings.
Source
TRAP@NCI (National College of Ireland)
What makes a brand cool? How coolness affects the desirability of products and services
journal · 2018
View sourceQuestions About This Research
- What does the research say about authenticity and uniqueness drive brand coolness and product desirability?
- Prioritize genuine innovation, originality, and authenticity in brand messaging and product design to cultivate a 'cool' brand image that drives consumer desire. Evidence: TRAP@NCI (National College of Ireland) (2018).
- Why does "Authenticity and Uniqueness Drive Brand Coolness and Product Desirability" matter for design?
- Understanding the drivers of perceived coolness is crucial for developing effective branding strategies. By focusing on authenticity and uniqueness, designers and marketers can create brands that resonate more deeply with consumers, leading to enhanced market appeal and competitive advantage.
- How can designers apply this research?
- Prioritize genuine innovation, originality, and authenticity in brand messaging and product design to cultivate a 'cool' brand image that drives consumer desire.
- What were the main findings?
- Perceived coolness is strongly linked to a brand's degree of innovation.. Originality, authenticity, and uniqueness are key attributes contributing to a brand being perceived as cool.. Cool brands are more desirable to consumers.
- What research method was used?
- Quantitative consumer survey..
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2018 journal from TRAP@NCI (National College of Ireland).
- What should I do differently in my next project?
- When developing a new product or rebranding an existing one, conduct market research to understand what attributes (innovation, originality, authenticity, uniqueness) are most valued by the target audience and integrate these into the brand's core identity and communication.
- What are the limitations?
- The study's findings may be specific to the cultural context and market segments surveyed, and the definition of 'coolness' can be subjective and evolve over time.