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Just read this article on companies that define cool. Thought it was interesting enough to share.

What do you define as a “cool” company? Are there brands that you just can not imagine doing without? Are there companies that you are proud to support and spend your hard earned money on  simply because they “get” you? Read article after the jump.

According to Marc Gobe, Chairman and CEO of Emotional Branding Alliance, marketing and branding is not the same as it once was. These days, leading brands are ones that have successfully established a “powerful emotional connection between their vision and people’s expectations.”

Additionally, DeeDee Gordon, president of Innovation at Sterling Brands says companies  that are successful have a “deep understanding of what’s happening in the culture and infuse these ideas into their businesses. Many of them invest heavily and continuously in innovation [and] are always thinking about how to update and develop new products,” she said.

With the assistance of Gobe and Gordon, we selected 7 companies that are considered “cool” not only for their ability to inspire, influence and engage with consumers, but also for their willingness to be creative and innovative. Not to mention, these companies also provide work environments that encourage diversity, creative thinking, and have a positive impact on society.

1. APPLE

It may sound silly, but there are numerous people who couldn’t imagine life without Apple. Says Gobe, “Apple’s innovation strength is in its ability to create products that serve as media platforms for fun, enrichment and enablement.” Of course, Apple is not only innovative when it comes to their technologies and products, but also in how they market for retail.  According to ICSC, currently, Apple is the most successful brand in retail with in-store sales productivity that far exceeds any other retailer.

2. NIKE

Nike, originally known as “Blue Ribbon Sports,” was founded in 1972 by University of Oregon runner Philip Knight and his coach Bill Bowerman. The company has grown from a U.S.-based footwear distributor into a global marketer (they operate in more than 160 countries) of athletic footwear, apparel and equipment.

Over the years, the company has sponsored many athletes, including Carl Lewis and Jackie Joyner-Kersee. Signing Michael Jordan to the brand in 1984 proved to be one of the biggest boosts to Nike’s publicity and sales as their collaboration resulted in the Air Jordan apparel and sneaker line–a line that continues to be popular eight years after Jordan’s retirement from the NBA. With Dwayne Wade joining the Nike roaster in 2009, and collaborating with Jordan to release his first signature shoe this week called the “Fly Wade,” it is apparent that Nike will continue to be prevalent for years to come.

Gordon attributes Nike’s success to “coming up with great products, [being able to] capture the trends and having clever marketing.”

3. PIXAR

In 1984, animator John Lasseter left his job at Disney to join filmmaker George Lucas’ special-effects computer group, known today as Pixar. For almost 30 years, the Academy Award-winning computer animation studio has brought to life heartwarming stories and memorable characters through feature films that appeal to audiences of all ages, including Toy Story, Cars, Up, Monsters Inc., and Finding Nemo. “Pixar completely encapsulates everything that is important to what’s happening in the culture,” said Gordon.

4.LEGO

Some may not have even looked at LEGOs since they were young, but don’t be mistaken–LEGOs aren’t just for kids, as evinced by Will.i.am’s LEGO hat and necklace that he wore to the 2010 American Music Awards. There is an “incredible” community of people around the world who are fans and collectors of LEGO, said Gordon.

“They appeal to adults and children alike because they are very [keen on] what’s happening with cultural trends,” she said. “They have constant updates to their products, they incorporate technology through their mainstream products, they have theme parks–it’s endless.”

The company has come a long way from its founding in 1932 by Ole Kirk Kristiansen when it was a small carpenter’s workshop. Presently, LEGO stands as the world’s fourth largest manufacturer of toys.

5. AUDI

Audi is rising in popularity and has surpassed other luxury automobile brands, such as Mercedes and BMW. According to Gobe, Audi’s “Imagination + Engineering” philosophy is backed by superior design and their presence on YouTube attracts millions of viewers. What’s also helping Audi is their A3 model, which can be equipped with a 2.0 TDI turbocharged diesel, thereby attracting people who are fuel efficient, says Gordon.

6. Glaceau

Glacéau, also known as Energy Brands, is a privately owned subsidiary of Coca-Cola that was founded in May 1996 by J. Darius Bikoff. Energy Brands began with an electrolyte enhanced line of water called Smartwater; the company initially distributed its products to health food stores and independent retailers in the New York area. After adding Fruitwater and Vitaminwater to its line in 1998 and 2000, respectively, the company expanded to nationwide distribution  in the early 2000s. Global expansion began when the Energy Brands started selling products in the United Kingdom and Australia in 2008 and in France in 2009.

In 2004, 50 Cent acquired a 10 percent stake in Glacéau in exchange for his endorsement. After becoming a shareholder and endorser, 50 worked with the company to create the grape-flavored water “Formula 50.” When Coca-Cola bought Glacéau for $4.1 billion in 2007, 50 reportedly received $100 million.

Gordon describes the company as being “cutting edge; ” “They utilize a Facebook community to help them name a bunch of their products and come up with flavor ideas,” she says.

7. GOOGLE

What started in 1996 as a search engine called “BackRub” created by Stanford University graduate students Larry Page and Sergey Brin has evolved 15 years later into the company known today as Google.

The company’s mission is simple: to organize the world’s information and make it universally accessible and useful. With more than 180 Google domains, users can find information in many different languages, check stock quotes and sports scores, find news headlines and look up the address to the local grocery store. With dozens of products and services–including various forms of advertising and web applications such as Gmail, Google Calendar and Google Docs–there is something on hand to make it easier for people to share information and complete tasks.

What’s astonishing about Google, says Gobe, is that Google has revolutionized our access to information without “challenging us with pop ups ads or banners. Their model of advertising is the future as it makes consumers the leaders in finding brand information,” he said.

via ATL Post