"Cool brands are led by people who are trying to bring something they love and appreciate - an experience, a product, an environment - to others. They stand up for their beliefs, even if that means they won't appeal to the masses. These brands follow a set of convictions and a distinct sensibility to create an experience they feel personally passionate about."
"Cool brands are like the opposite of the anxious party hostess who spends so much time flitting around making sure things are perfect that she makes everyone feel uncomfortable: They are calm and confident that if they stay true to their vision, consumers will come to them. This is bold, brave, authentic. Cool."
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