Chasing Cool: Standing Out in Today’s Cluttered Marketplace

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Description

Cool isn t just a mind-set a celebrity fad or an American obsession it s a business In boardrooms across The usa product managers are examining vodka bottles and candy bars tissue boxes and hamburgers wondering how do we make this thing cool How do we make this gadget into the iPod of our industry How do we do what Nike did How do we get what Target got How do we infuse this product with that very desirable nearly unimaginable it factor In this wide ranging exploration the authors Noah Kerner a celebrated marketing maverick and Gene Pressman legendary creative visionary and former co CEO of Barneys New York have uncovered surprising and universal patterns and trends They systematically parse the successes and screw ups of the previous few decades in music and fashion magazines and food spirits and hip hop culture Their discoveries are pulled together in this definitive book on the commerce of cool Nike and Target endure as relevant brands not on account of a shortsighted and gimmicky campaign A dash of bling and a viral website don t amass long term value Brands are effectively developed when companies take substantial risk and face the opportunity of real failure with a purpose to open up the opportunity for real success Chasing Cool includes interviews with more than seventy of today s most respected innovators from Tom Ford and Russell Simmons to Ian Schrager and Christina Aguilera And through this accomplished assemblage Pressman and Kerner dig beneath the surface and reveal how emphasizing long lasting relevance trumps a fleeting preoccupation with what s hot and what s not In a multidimensional entertaining and eminently readable book that redefines how to appeal to today s savvy consumer Kerner and Pressman explore the lessons to be learned by The usa s ongoing seek for the ever changing concept of cool Readers will discover ways to apply these lessons to their own businesses and creative projects with a purpose to stand out in today s cluttere

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