Even U2 can't kill Apple's cool
Yes, despite getting involved with U2, killing off the iPod Classic and launching a watch that will require recharging all the bloody time, the firm still holds tight at the top.
Technology takes up most of the positions in the chart, with new entries/ fast movers coming from Netflix at 10 and Instagram at 14.
These findings are the result of a poll of over 2,000 British consumers and opinion formers. From the understandable and reasonably happening (Ella Eyre) via the WTF? (Reverend & The Makers). Models such as Sophie Dahl and Jodie Kidd were canvassed as well as that Jamal Edwards who runs SB.TV.
"Apple topped the list for a third consecutive year and, as a digital influencer myself, it is really refreshing that technology has a strong presence on the list," said Jamal Edwards, digital entrepreneur, influencer, founder of SB.TV and gentleman with a slight overstating of his real position.
Only 13 brands kept their Top 20 statuses from 2013, with Chanel, Aston Martin and Nike among them, and retailers such as Selfridges and Liberty are back in the rundown, as well as Stella McCartney and champagne brand Dom Pérignon.
Stephen Cheliotis, who is chairman of the CoolBrands Council (Jesus wept) reckons: "If anything, this year’s CoolBrands rankings illustrate that a solid reputation is hard to undermine or, in the case of rivals, overcome,"
"That said it was refreshing to see unique and original brands such as Instagram and Netflix join the Top 20. Both have had an impact on the market, shaking up the status quo and forcing rivals to up the ante. Apple, however, continues to dominate the listing and remains untouchable for now.”
The full CoolBrands Top 20 is as follows:
2. Aston Martin
8. Dom Pérignon
11. Bang & Olufsen
13. Alexander McQueen
19. Virgin Atlantic
20. Stella McCartney