Geppetto puts brand cool to the kid test

IN an effort to give marketers more lead time to act on shifts in brand cool momentum, The Geppetto Group has launched its first bi-annual Brand (In)dex Report. A test group of 300 kids ages eight to 10 (150 boys and 150 girls) were recruited for an on-line study designed to measure a brand's coolness on two levels: its current status with kids compared to the competition, and how cool it's likely to be in the future. Kids were asked to rate the three top brands in each of 10 product categories, and then assess all 30 brands individually to measure whether each one was getting cooler, getting less cool, or staying the same.
By
November 22, 2002

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