Alternative Flooring's CoolBrand status has taken floors beyond the functional and made them into real style statements. It is the only exclusively floor related brand to attain this status, a testimony to its creative flair, high quality and eco-conscious heart. It is now on a mission to bring fun to our floors and make carpet cool throughout the land.
But what exactly is behind this nebulous and coveted quality? Is it definable – and therefore attainable – for anyone who desires it? In slang cool means excellent, interesting, fun and is one of the most commonly used words; my kids think nearly everything they do is cool. I know a few adults who think this too but that’s another story.
Stephen Cheliotis is Chairman of the CoolBrands Council UK and Chief Executive of The Centre for Brand Analysis. For the last 12 years he has headed the CoolBrands research programme, which is an annual initiative to identify and celebrate the UK’s coolest brands. It was started back in 2001 to recognise and celebrate remarkable brands operating in the UK, regardless of their size or the amount of money they spend on marketing.
‘While we acknowledge that cool is very subjective, our research had shown us that there were a number of factors that helped brands to attain a cool image. We therefore ask individuals taking part in our surveys to consider these when they rate brands on our behalf. These factors are: Style, Innovation, Originality, Authenticity, Desirability and Uniqueness.’
So there you have it, Alternative Flooring is officially cool. Why not have a read of the Alternative blog to see how you can use its cool carpets in your space.