From Say Daily: What Makes a Brand Cool?

August 30, 2013

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Miley stole the night, which is why the nation is still in recovery today.

If you're still wondering what exactly happened at Sunday night's MTV video music awards – let alone if it was cool – you're not alone. By traditional marketing measures, Miley Cyrus' VMA performance was a huge success: it was one of the most tweeted events of the year, generating up to 306,000 tweets per minute and 4.5 million social media mentions, which is more than the blackout or the Super Bowl. Miley’s just released new single jumped to the top of the Movers and Shakers list on Amazon on the news. And if you didn’t know what twerking was before, you probably do now. But is any of this cool? There are so many potential ingredients for cool, and so many ways to get it wrong. Let's break it down…

Sometimes using the word “cool” can be cool. Sometimes it doesn’t even mean cool. It’s like that scene from Donnie Brasco when Johnny Depp defines shades of “fuggetaboutit.” Cool can be fleeting, like this month’s Perseid Meteor Shower. It can be reaffirming, like the recent NY Times outage which further legitimized that all the news that’s fit to print might actually fit in the social stream. It can be generational, like a commercial using an 80’s track to tap into a feeling and pry at your personal sense of vintage.

Read more at Say Daily's Week in Venn.

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