Chasing Cool

Chasing Cool

4.4 14
by Noah Kerner
     
 

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ISBN-10: 0743497090

ISBN-13: 2900743497090

Pub. Date: 05/28/2007

Publisher: Atria Books

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

Overview

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. Brands are effectively developed when companies take substantial risk — and face the possibility of real failure — in order 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 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.

"Simply chasing cool is really a bad idea; inspired by cool is a great idea. Walk the street, see what's going on, and spit it out in your own way. Don't do it because you research it, do it because you breathe it."
— Russell Simmons, chairman and CEO of Rush Communications

"I can't imagine having to hire a so-called Cool Hunter. If I had to go to someone else to be cool, I'd just pack up my bags and find a new profession."
— Tony Hawk, professional skateboarder

"It's possible to be both mainstream and edgy. You can be the Goliath but you always have to think and behave like the David."
— Scott Bedbury, former Nike and Starbucks marketing executive

"I love looking at trend reports because then I know exactly what I shouldn't be doing."
— John Demsey, group president, Estée Lauder, MAC Cosmetics, Prescriptives, Sean John, and Tom Ford Beauty

"I don't believe in creation by committee. I think it's impossible."
— Bonnie Fuller, chief editorial director and executive vice president of American Media Inc.

"We had to make a big decision at MTV when I was there. Do we grow old with our audience or are we going to be the voice of young America? We made the decision to be the voice of young America, which meant we had to let people grow out of MTV."
— Bob Pittman, cofounder of MTV, former president of AOL

Product Details

ISBN-13:
2900743497090
Publisher:
Atria Books
Publication date:
05/28/2007
Edition description:
New Edition
Pages:
272

Table of Contents

Contents

Introduction

The iPod Of My Industry

Ordering In

Disruptive For Disruption's Sake

Borrowing Equity

Risk Management

Don't Fill Up Your Cup

Outro

Acknowledgments

Credits/Permissions

Index

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Chasing Cool 4.4 out of 5 based on 0 ratings. 14 reviews.
Anonymous More than 1 year ago
Ok book. Not recomended for picky book readers.
Anonymous More than 1 year ago
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Guest More than 1 year ago
This book does a great job of opening your eyes and making you realize a lot of the ¿why¿ behind the soaring products and brands. It gives you a new perspective on ways to develop successful marketing strategies. Whether you are interested in advertising, marketing, business, or just watching trends in general this book delivers a fast, intriguing read.
Guest More than 1 year ago
i loved this book! really gives anyone interested in the marketing field an edge. provides insight on the true meaning of a 'cool' and innovative idea. even if youre not interested in the marketing field, Chasing Cool provides you with a new perspective on living life and to not imititate others work but instead to be inspired by it.
Guest More than 1 year ago
¿Chasing Cool¿ is a great book by Noah Kerner and Gene Pressman about marketing and how to get a product out there creatively so that people actually listen. The book discusses the ever-changing and sought after concept of ¿cool,¿ and the dos and don¿ts of getting one¿s product associated with the term. It includes witty, thought-provoking quotes and relevant pictures. Overall, the book is different from most how-to books on the market in that it is fun to read, but actually teaches something, too.
Guest More than 1 year ago
The book was great. Chasing Cool encompasses so many quality ideas that lead to success in the marketing world, but in a readable, non-threatening way. Definitely worth the read, and countless quotes to remember.
Guest More than 1 year ago
Chasing Cool is a book. About marketing. Although it may seem impossible to make a product like this appeal to this masses of college youth and 20-somethings, authors Gene Pressman and Noah Kerner have done it. How? Well, everyone under the age of thirty tends to be focused on two things: success and standing out. Chasing Cool is a guidebook for the pursuit of these two fixations, using specific examples of products and media outlets relevant to its audience. Only the people who were most successful and who stood out the most were interviewed for the book. The notably vast age gap between the two authors contributes to a solid base of well-rounded advice, rather than a spew of disconnected opinions. All-in-all, Chasing Cool is an applicable book for every student, in and outside of the classroom.
Guest More than 1 year ago
'I think the book was great. The one thing I need at my age more than anything is motivation. Motivation keeps me on top of the ball, it keeps me thinking, it keeps my mind at work. This book is a great motivator for someone like myself. I enjoy learning how the best made it to the top. How the most popular became the most popular. How Grey Goose branded itself to become the product it is today. I want to think of ideas how to be worth something to a company as an internal, or an external counterpart. I think the book was wonderful, and I will recommend it to anyone interested in the same things I am.'
Guest More than 1 year ago
If you've ever wondered how major media corporations come up with their effective tactics to promote the next wave of what's cool, this is the book for you. Written by industry insiders Gene Pressman (CEO of Barney's department stores) and Noah Kerner, this book tracks the development of many advertising campaigns that have been responsible for the popularity of many now-household items. The book also gives an in-depth look at 'cool hunting'- how companies attempt to track down what's cool and what's not. 'Chasing Cool' provides counterpoints to many common strategies of cool hunting, thus presenting a new perspective on how both marketers and users should interact with the reputation and image of many world-famous products such as the iPod, Grey Goose vodka, etc. Far from being mass-marketed advertising propaganda, 'Chasing Cool' shares the anecdotes and experiences of two seasoned marketing veterans and invites the reader to take a no-holds-barred journey through the fascinating, contradictory, and ever-changing world of cool hunting.
Guest More than 1 year ago
As a college student studying public relations, advertising, and marketing, reading Chasing Cool was quite interesting. In all of my classes we are taught to do lots of research to figure out how to reach target audeinces, what they are interested in, etc. We are taught how to 'chase cool.' In this book, however, two authors from two different generations of marketing, teach us to stop the chase. They encourageus to be original, to be different, to trust our gut, and in doing so we can invent our own form of cool. Using relevant and recent examples of products we all know and love today, Chasing Cool is a great way to look at the business world with a totally new perspective.
Guest More than 1 year ago
I¿ve read books like Movers & Shakers, Sam Walton¿s Made in America, and Trump¿s The Way to the Top, but Chasing Cool really stood out. It is really insightful and well written. The images and quotes are really thought-provoking and this comes from someone who has a database of images and quotes that I¿ve come across and found interesting. The book just makes you re-evaluate how you thought of marketing, fashion, and just why the world is the way it is today. I hope my marketing and communication professors pick this book up for their courses in the near future.
Guest More than 1 year ago
This book has extremely fresh marketing ideas, and I could not put it down once I started reading it. Anyone interested in marketing should pick it up now! This book was written from different perspectives, and it's very interesting to see the mesh of ideas and thoughts. It's great!