K living
5
Winner is bacK
iPhone to return to pole position as our nation's coolest brand
explains Stephen Cheliotis, Chairman of
the CoolBrands Council. "Its sleek, sexy cars
ensure the brand continues to dominate."
But Aston Martin CEO Dr Ulrich Bez
won't be drawn. "Once you can define why
a brand is cool, then it no longer has the
magic that earns it that label," he remarks.
"There has to be an element of mystique,
something that eludes definition."
Current Aston Martins include this
race-bred DBS, above, with its seductive
6.0-litre, V12 engine. From £170,500.
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