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The former creative director and co-CEO of Barneys joins forces with a celebrated twenty-eight-year-old marketing maverick to teach readers how to break through the clutter and achieve a relevant point of difference in this entertaining and imminently readable book.
Cool isn't just a state of mind, a celebrity fad, or an American obsession---it's a business. Combining Gene Pressman's revolutionary creative vision with Noah Kerner's marketing expertise, Chasing Cool digs beneath the surface and reveals how emphasizing long-lasting relevance trumps a fleeting preoccupation with what's hot and what's not.
Although other books have zeroed in on a single aspect of the cool factor, Chasing Cool expands the playing field by including interviews with business icons, in-depth research, and personal anecdotes. This stunning reference includes interviews with more than seventy of today's most respected luminaries, from Tom Ford and Russell Simmons to Richard Meier and Bonnie Fuller. In a multidimensional, entertaining, and imminently readable book that redefines how to appeal to today's savvy consumer, Pressman and Kerner explore the lessons to be learned by America's shortsighted search for the ever-popular concept of cool.
Remember the language of Newspeak from George Orwell's 1984? It removes all meaning from language, leaving just the dichotomies. Authors Kerner and Pressman seem to have mastered it for this audiobook. For example, they tell us that to succeed in today's marketplace, you have to be both mainstream and edgy, both David and Goliath. If you want to be trendy, you have to ignore trend reports. You get the idea--it's one of those Zen marketing approaches ˆ la Seth Godin that leaves you wondering--WHAT THE HELL ARE THEY TALKING ABOUT? Johnny Heller does a professionally "cool" job of presenting the information, but if the authors wanted to be really cool, they would have distilled this down to a ten-minute podcast. R.W.S. (c) AudioFile 2008, Portland, Maine
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All copies of this title, including those transferred to portable devices and other media, must be deleted/destroyed at the end of the lending period.
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