In a market increasingly influenced by intangible and emotional factors coolness is a key driver of success. But coolness is also a complex fundamental variable that for years has been both the “manna” that almost unpredictably came to nurture the success of the Brands, and the uncontrollable element able to suddenly disappear bringing away the linked successfulness.

Coolness has always been considered difficult to control, problematic to be increased and impossible to be measured. With our practice we have developed (in collaboration with X.ITE) a methodology able to identify and measure the main elements that determine the coolness factor. Thus providing an extraordinary tool for evaluating and controlling this important variable, increasingly relevant in the Brand value chain.