One reason Zipcar succeeded was its branding: cool, hip, smart, urban, fun, innovative. Who wouldn't want to be associated with that?

We are so excited about adding additional incentives to the program. It gives them a fun reason to exercise and learn about geography as well.

Gentiles are people who eat mayonnaise for no reason.

Skating is now retro and hip.

You used to be able to tell the difference between hipsters and homeless people. Now, it's between hipsters and retards. I mean, either that guy in the corner in orange safety pants holding a protest sign and wearing a top hat is mentally disabled or he is the coolest fucking guy you will ever know.

Country's hip; it's cool music.