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03 What cool means to brands > Not all categories are equally cool - Pg. 66

66 How Cool Brands Stay Hot the coolness of people, music, events, products, brands and many more, we had to validate it for products and brands. In a large-scale follow-up survey more than 1,500 teenagers and young adults (13­29) had to judge brands they knew in 35 categories on the three determining aspects of cool. F I G u r e 3.3 the magic formula of `cool'