Apple, the world’s fastest growing brand, stands for Innovation therefore everyone thinks Apple’s ‘cool’. Therefore Apple=Cool.
People can’t articulate innovation but they can say cool when they really experience ‘coolness’. Notice ‘cool’ comes from the consumer, not claims from the brand. Cool is the result of pure innovation.
Innovation stands at the core of the apple. They imbue that value into everything they do. That’s what makes Apple what it is.
So what is your brand experience?