Chasing the Cool with Chasing Cool
I came across this newly released book – Chasing Cool. Chasing Cool talks about how corporate America’s shortsighted search for cool. This is a very interesting and cool book and worth a read, definately!
Written by Noah Kerner, a celebrated marketing maverick (cofounder and CEO of Noise Marketing) and Gene Pressman, legendary creative visionary and former co-CEO of Barneys.
Chasing Cool includes interviews with more than seventy of today’s most respected brand visionaries including Russell Simmons (chairman and CEO of Rush Communications), Tony Hawk (Pro skateboarder), Bob Pittman (cofounder of MTV, former president of AOL) and many more!
More info: http://www.chasingcoolbook.com/
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Comment by Ashley Michael »
The book is about how companies are on the everlasting hunt to make their products ‘cool,’ because, of course, ‘cool’ sells. However the book focuses on how artificial methods of trying to make a product cool, such as hiring young ‘cool hunters’ will never work. The text stress how important originality and independence of thought are when it comes to attempting to raise a product’s sales. All and all I felt Chasing Cool had some interesting insight, especially for young people getting ready to enter the marketing world after college. On top of how fascinating and thought provoking the volume was from a marketing point of view, it was also an entertaining piece to read. Chasing Cool is co-written by Gene Pressman, the grandson of the founder of Barney’s New York, Gene has sprinkled the text with little anecdotes and personal examples about the brand building process he and his family went through to erect Barney’s New York as the fashion icon it is today. I really enjoyed reading the book.
Comment by Dan P »
This book was one of the most insightful books I have read in a long time. I believe that this book will stay with me for the rest of my career in marketing. The authors of this book share their own experiences, both good and bad, and relate them to what it going on in today’s marketplace. They also gathered testimony from some of today’s most successful and insightful people that help further their point, stop chasing cool. Cool isn’t something to be chased, it is something to be created on your own terms.