> (the WP or NYT aren't cool, they're read by good customers) It’s fair to say ‘cool’ is too narrow a word. Feel free to substitute ‘has positive association

> (the WP or NYT aren't cool, they're read by good customers) It’s fair to say ‘cool’ is too narrow a word. Feel free to substitute ‘has positive associations’. > no one will derive negative associations by a brand simply doing nothing. Unless someone else makes a fuss about it. This seems crystal clear to me It seems crystal clear to you, and yet you have provided no explanation for it. It just seems like a belief you have that isn’t shared by brand advertisers.