Not every brand should be cool. Back-end accounting software? Meh, probably OK to be a little boring.

But some products NEED to be cool to survive (gaming and fashion come to mind).

The problem is, ‘cool’ is its almost impossible to manufacture, and trying to be cool is the easiest way to guarantee becoming lame. Cool is just a vibe, and sometimes what may seem stupid, is actually pretty cool.

Also Read: e27 discussions, do you care about your personal data?

So e27 community, any experts out there with some branding advice? Are there legitimate tactical steps to help a company become cooler than the other side of the pillow?

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