Glastonbury Festival has been named the UK's second biggest 'Cultural Cool Brand', beating off competition from The Simpsons and the London Eye but losing out to the Tate Modern for top spot...
The world-famous festival was proclaimed the epitomy of outdoor cool in a Sunday Times survey, run in association with CoolBrands.
It came in at number two in the 'Cultural Top Five' list, above Design Museum, The Simpsons and London Eye, but behind Tate Modern.
Describing the criteria for 'cool', Reiner Evers from consumer monitor Trendwatching.com said: "The new coolness comes from an obsession with innovation, with detail, with design, with performance. A cool brand needs to live in its customers' lives, it needs to be for, and by, its particular consumers."
Over the years, Glastonbury Festival has managed to maintain its image of 'cool' among fans, artists and celebrities alike due to a number of factors, including a commitment to charity, the limiting of corporate involvement and its open-minded ethos.
Combined with its history and mystique, the Somerset weekender remains in a league of its own. It now sells out in minutes and regularly attracts the biggest acts to headline, despite often paying less than offers by other major European festivals.
After resting the site for 2006, next year's Glastonbury is set to be its biggest year yet, with a proposed 20,000 capacity increase and some huge names being lined up, including Kylie and The Killers.
It takes place at Worthy Farm, Pilton, Somerset from 22-24 June with tickets on sale at the beginning of April.
Yesterday's edition of The Sunday Times also published an overall list of the top 100 'Cool Brands'. It featured number of names involved in sponsorship of this summer's festivals, including Nokia, O2, Three and Rizla.
However, other brands involved in festival sponsorship were dismissed by one CoolBrands Council as companies that "insist on defining the terms of the experience for you."
The article concluded: "So the old model of, say, a beer company sponsoring a music festival now seems clumsy and obvious … Cool entertainment isn't about the entertainers, it's about us, and the ways we choose to allow them to entertain us."
By that do they must mean banning rival publications from their lists? Curiously, The Sunday Times and its sister publication The Times both appeared in the Top 100 Cool Brands, the only two newspapers or media to make the list. Surely a little "clumsy and obvious"?