Vespa Superbrand

Marketing trade magazine Brand Republic reports that Vespa was awarded second place in the “Cool Motors” division of Superbrand’s annual “Cool Brandleaders” list. Audi topped the list. “Cool Brandleader” appears to be marketing code for “overhyped, overpriced, overrated trendy stuff,” because the list also includes David and Posh Beckham, Usher, Stella Artois, Keira Knightly, Diesel, and Puma. In fact, David Beckham’s on the list twice. In other news, the Honda Ruckus was not included in the 2004 Superbrand Cool Brandleader poll.