Keep it cool : Blog # 152

Keep it cool

In today’s day and age, being cool is important for the existence of anything. An entity will survive the test of time if it is perceived to be ‘cool’. What exactly is ’cool’? I think at the core of it, it is about acceptance. There are various aspects which make an entity cool.

Look at Coffee for instance. I do not think there is any other beverage around which is perceived to be as cool as coffee and I am not talking about its temperature ;). Here, the coolness is lent by its association with other accepted entities. From film stars to life coaches to students, everyone endorses coffee. That is the reason why you see many coffee stores around. I love tea but it is not a beverage which is perceived to be cool. If it were, there would have been as many branded tea shops as there are coffee shops!

Now let us look at various professions. There are certain professions which people want to get in to – Architect, Author, Painter, Actor et al. All these are cool by definition. This is the reason why they are aspirational and hence much sought after.

What about Nationalities? There are nations which are considered to be cool. For instance, being a Latin American. Being someone from a non- descript south Asian island might not be so. Being someone from a remote middle -eastern country which still relies on stone age rules can be the exact opposite of being cool.

About various products – something known for quality is cool. This is exactly why Brands are so popular and well received. People associate it with goodness.

Uniqueness is quite cool. So is Novelty which explains the mobile phones’ sales hitting roof top. Imitation is totally uncool. This is why people do not want to lay their hands on Chinese goods.  

For all our pseudo unmaterialistic views, a cheap entity is not perceived to be cool. Look at Nano. It wasn’t perceived as cool by anyone. In spite of all its merits, it was looked down up on by people. It was too cheap for a car.

Hindi movies have come to be perceived as cool. Because of this, more number of youngsters visits cinema halls which in turn drive the film industry’s revenue and thus its survival. The day regional cinemas manages to achieve this, they will also thrive.

Arun Babu.

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