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by: Noah Kerner, Gene Pressman List Price: $24.00 Amazon.com's Price: $9.37 You Save: $14.63 (61%) as of 07/29/2010 14:36 EDT Used Price: $3.50 Third Party New Price: $3.99 Availability: Usually ships in 24 hours This item ships for FREE with Super Saver Shipping. Binding: Hardcover Dewey Decimal Number: 658.8 Edition: 1st Atria Books Hardcover Ed Format: Bargain Price Label: Atria Manufacturer: Atria Number Of Items: 1 Number Of Pages: 272 Publication Date: May 01, 2007 Publisher: Atria Studio: Atria Related Items: Microtrends: The Small Forces Behind Tomorrow's Big Changes You're So Money: Live Rich, Even When You're Not On Intelligence Coolhunting: Chasing Down the Next Big Thing Punk Marketing: Get Off Your Ass and Join the Revolution see more Alternate Versions: Click to Display Browse for similar items by category: Click to Display Editorial Review: Product Description: 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 Customer Reviews Average Rating: Rating: - Very interesting read This is a very good beginners book on advertising, marketing and how to chase what's "cool". To illustrate the right way of doing it, the authors take up multiple case studies of winning and failing branding campaigns ranging from Grey Goose vodka to Tommy Hilfiger. There are mantras along the way for the reader on what to do and what not to do. The case studies are not very deep which, depending on the kind of reader you are, works well or sucks. I am just getting into the domain and loved ... Read More Rating: - Chasing Insight, Not Catching Much In a "Cluttered Marketplace" like marketing books, "Chasing Cool" does not stand out. In an effort to isolate the intangible "cool," (which they admit is impossible) the authors cite interviews with artists and business people (mostly from the music and fashion industries) that they believe to be influential as well as relying on their own experiences. Instead of teaching laypeople and marketers what to do, they mostly tip us on what not to do. This would be great if this wasn't the tactic of countless ... Read More Rating: - Chasing Cool - Kerner & Pressman What's cool today? Great question. What I might think is cool is totally different from what a 30 year old thinks is cool, which is different from a 17 year-old's perspective. Most companies want to have their brands perceived as cool, but if they try too hard, they risk having the "pursuit of cool" backfire on them, and in fact their products become very uncool. The authors, who must be cool because they keep saying so throughout the book, talk about the pursuit of cool, and how products ... Read More Rating: - when wooody was funny this is woody at the early age , fresh , new , fantastic material - one of my favorites Rating: - Brand Strategy is Cool I love this book and recommend it any chance I get. At first glance, one might think that the authors are attempting to be cool because of the book's graphics and cover. Or the authors are cool, because they have backgrounds in music and fashion. But, the skeptic will be surprised to discover that being cool is all about having the right strategy! I think this is one of the best examples of how to effectively align a verbal and a visual identity. How cool is that! see more