Chasing Cool: Standing Out in Today's Cluttered Marketplace

  • 272 pages
  • 0743497104
  • English
  • Kindle
Chasing Cool: Standing Out in Today's Cluttered Marketplace

→ Popular online Chasing Cool: Standing Out in Today's Cluttered Marketplace torent → ePUB Author Noah Kerner ✿ 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 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 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