Is this brand cool?

Until recently, the Post-It people thought they made a simple (read: boring), useful product. To their surprise, almost overnight, their Notes became a means of creative expression. Liam points to the many talented people showcasing their skills with these li’l sticky canvases. Yet another example of customers using products in original and alternative ways to express individuality.

So often you hear marketers complaining “but, my brand isn’t cool”. Newsflash – cool is subjective. If your consumer product/ service is any good, someone somewhere probably thinks it’s kinda cool. These people are very important. And if you’re willing to listen to them, and relinquish control, there’s opportunity there.