Chasing Cool

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Cool is more than a mindset or trend; it's a business imperative. Across America, product managers are strategizing how to infuse their products with the elusive "it" factor that makes them desirable. In this exploration, marketing expert Noah Kerner and creative visionary Gene Pressman analyze successes and failures across various industries, revealing patterns that define the commerce of cool. They argue that enduring brands like Nike and Target succeed not through gimmicks but by taking substantial risks, which can lead to genuine success. Chasing Cool features insights from over seventy innovators, including Tom Ford and Russell Simmons, highlighting that long-lasting relevance is more valuable than fleeting trends. The authors emphasize that true inspiration comes from engaging with the world authentically, rather than merely researching what's considered cool. Readers will discover how to apply these insights to stand out in a crowded marketplace. The book challenges the notion of relying on external "cool hunters" and advocates for a more organic approach to creativity and branding. It also discusses the importance of adapting to audience shifts while remaining true to one's core identity. Through engaging narratives and expert interviews, Kerner and Pressman redefine strategies for appealing to today’s savvy consumers.