The word ‘cool’ has been used as a slang word for close to a century, having been adopted in the USA in the 1930’s. ‘Cool’ could be described as an intangible quality that makes something or someone generally admired. However, unlike a tangible quality, ‘coolness’ can only be assigned to something or someone by a body of people.
In a commercial sense, your target market are those people. Companies and advertising agencies world-wide spend millions in the pursuit of this alluring moniker, but few achieve it...