Stephen Cheliotis, chief executive of the Center for Brand Analysis, discusses the latest release of Coolbrands, an annual survey of brands perceived to be the "coolest" in Britain. What makes a brand cool? How does it stay cool in the eyes of consumers, even as it goes global? Stephen, who is also chair of the Coolbrands Council, talks about Apple and Chanel, two of the top 10 coolest brands in Britain, as well as niche brands like Aveda. However "swan-like" they may appear, these companies have worked furiously to build and protect their brand power. Once such brands are built, he says, they bestow a competitive advantage that is very difficult to overcome.