University of Colorado senior Kevin Brown says "nerd" should be used as a term of endearment, or perhaps it's even an esteemed status symbol.

Here's a brief character sketch of Brown, a proud and self-labeled nerd: He goes to the bars on weekends. Well, not really. He's been to the bar on a weekend. But he'd much rather read lengthy, mind-challenging novels or have philosophical conversations with friends. He's an architecture student and part-time nanny, but doesn't think he wants children of his own because he's concerned about overpopulation. His favorite television show is MTV's "Beauty & the Geek."

Trendspotters are recognizing a type of nouveau nerd: They are proud of their intellectual prowess, and popular culture is beginning to appreciate the brains-and-sensitivity power combination. Call it the revenge of nerds ... cool nerds.

"The geeks are having their moment in the sun with technology being the name of the game in our society," said David Morrison, with Twentysomething Inc., a Pennsylvania-based young-adult research firm. "Geekhood is going to be cool for a long time to come."

Historically, geeks have been portrayed as social pariahs who just didn't fit in, Morrison said. But Microsoft chairman — and billionaire — Bill Gates has made nerdiness cool for today's young adults. And nerd status gained momentum with the pop-culture craze that surrounded socially awkward Napoleon Dynamite.

"Geekhood is now a gateway to immense wealth, power and fame that's beyond our wildest imagination," Morrison said.

Signs of geek-chic abound: Popular outfitters sell fitted women's shirts with expressions like "Talk Nerdy to Me." CafePress.com has a special section for dork apparel.

There's sub-genres of rock and hip hop called "geek rock" and "nerdcore hip hop" where lyrics and rhymes include comic books, "Star Wars," scientific theories, computers and politics.

Nerds gain hero status on MTV's new match-making show "Beauty & the Geek" — a show that pairs socially awkward smart guys with dim-witted bombshells. The couples compete together in contests, like quizzes and talent shows.

Sarah Kaplan, a graduate student studying education at the University of Colorado's Denver campus, has never minded being called a nerd.

"My friends always say I'm really nerdy," she said.

Kaplan, who earned her undergraduate degree at CU's Boulder campus, enjoys long walks in bookstores and is attracted to geeky guys. Her two-year relationship just ended with one who was in the marching band and studied engineering.

"I think everyone goes through their bad-boy phase," she said. "I think we're starting to hit the nice-guy phase sooner."