Having already commented, I'd like another go... I can figure that not all Kona's are cool, but some are - witness the 1994 Explosif!
So - I don't think the cool wall can take whole brands: pick out specific examples and place them accordngly... '94 Explosif cool, first alu Explosif uncool; Ritchey commando cool, <struggles to think of uncool Ritchey...>.
So - yes to positioning individual models (and of course their brand will be a part of the decision) - no to making blanket statements which cover brands as a whole.
More thoughts as when and if they occur!