Williams F1 joined an elite group of the UK’s most revered and recognised brand names as it was officially listed as a 2008/9 CoolBrand, joining the likes of the Tate Modern, wagamama, Cirque de Soleil, Nike, Rolex, Google and Aston Martin among others, following assessment by marketing professionals and the public alike.
Under the auspices of Superbrands Limited, which was launched in London in 1995, CoolBrands is one of three annual programmes which are regular barometers of the companies, services, venues and people that the public at large seek to engage with.
To achieve CoolBrand recognition, 1,100 brands are short-listed by an Expert Council, which is constituted of leading media figures, marketing professionals, fashion designers, authors, journalists and commentators. The short-list is then put to the public vote in the form of a YouGov poll. 500 surviving brands are awarded CoolBrand status and 55 brands form the backbone of the Coolbrand proposition, the CoolBrand Annual, published and released for sale following a reception at the Proud Galleries in London on Tuesday night.
Williams is the first Formula One team to have secured the elite status of being listed in the CoolBrands Annual of brands which resonate with both marketing experts and consumers. The company earns the right to use the CoolBrand stamp as evidence “To existing and potential consumers, the media, employees and investors of the exceptional standing that these CoolBrands have achieved.” The core of the Williams brand submission was the quality of the company it keeps, through its wide sponsorship associations with a diversity of commercial organisations, charities and NGOs. Stephen Cheliotis, Chief Executive, The Centre for Brand Analysis and Chairman, UK Superbrands & CoolBrands Councils said, “It is no surprise that Formula 1’s most famous independent British team has been recognised by UK experts and public alike as a leading CoolBrand. It is one of the most successful, authentic and dedicated F1 teams. Its independent and passionate stance has enabled it to grow its enthusiastic base of supporters and admirers. As an understated brand, it like most successful CoolBrands, focuses on delivering. As one of the most illustrious and triumphant global sports brands it balances the glamour of Formula one with a down-to-earth ethos that ensures that the team functions as one. William F1 combines the cool credentials of style, innovation and originality and has deserved its CoolBrands status alongside brands such as Apple, Rolex and Bang & Olufsen.”