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Home > Business & Economics > Marketing - General > Consumer Behavior - General > Chasing Cool-eBook

Chasing Cool

Pressman, Gene,, Kerner, Noah

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Chasing Cool

Cool isn't just a state of mind, a celebrity fad, or an American obsession -- it's a business. In boardrooms across America, 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 unattainable 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 failures of the last 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 because of a shortsighted and gimmicky campaign. A dash of bling and a viral website don't amass long-term value. 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 America's ongoing search for the ever-changing concept of cool. Readers will learn how to apply these lessons to their own businesses and creative projects in order to stand out in today's cluttered marketplace.

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Title of ebook: Chasing Cool
ISBN: 9781416538875
Publisher: Atria Books
Internet download file size: 8076 kb
Released online for download: 05-01-2007
Author of eBook: Pressman, Gene,
Author of eBook: Kerner, Noah,

Chasing Cool

Standing Out in Today's Cluttered Marketplace
Chapter One: The iPod of My Industry: Whatever They Did, I Want That

A killer application is a powerful thing, which is why people are always looking for one.

In the age when more and more people believe there is a shortcut to cool, however, companies are increasingly frantic in their chase for one of those killer apps. And as a result, they're more likely than ever to be looking in someone else's backyard.

Of course, companies have always looked longingly into other company's yards. "In the '50s you wanted to be the General Motors of something," adman and Adweek columnist Tom Messner told us. "In the early '60s you wanted to be the Xerox of something, then it became the IBM of something, then the Nike of something, and the list goes on and on. At one po ... read full excerpt from Chasing Cool ebook