What Cool Means to Brands 93 Peter Pandemonium: adults' desire to stay young and cool Contrary to popular belief among marketers, coolness is relevant to consumers of all ages. A youthful outlook is no longer the sole pre- serve of the young and the essential meaning and traditional defini- tion of `youth' has changed. You don't have to be named Peter Pan or Michael Jackson to file under this trend. The older consumer wants to stay in touch with younger generations and is more eager than ever to stay young for as long as possible. Some brands, think of Apple as the ultimate example, allow them to keep a cooler image while not affecting their maturity. It may come as a surprise that in Europe 62 per cent and in Asia 61 per cent of the MTV viewers are older than 25 years old. In the United States and Latin America the percentage is lower but still about 49 per cent. Viacom Brand Solutions International, MTV Networks Inter- national's advertising and marketing sales division, conducted a