Chasing Cool by Noah Kerner, Gene Pressman

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Chasing Cool

Author : Noah Kerner, Gene Pressman

Publisher : Simon and Schuster

Published : 2007-05-01

ISBN-10 : 1416538879

ISBN-13 : 9781416538875

Number of Pages : 320 Pages

Language : en

Descriptions Chasing Cool

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

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An electronic book, also known as an e-book or eBook, is a book publication made available in digital form, consisting of text, images, or both, readable on the flat-panel display of computers or other electronic devices. Although sometimes defined as "an electronic version of a printed book",some e-books exist without a printed equivalent. E-books can be read on dedicated e-reader devices, but also on any computer device that features a controllable viewing screen, including desktop computers, laptops, tablets and smartphones.

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Chasing Cool: Standing Out in Today's Cluttered Marketplace: Noah - Chasing Cool: Standing Out in Today's Cluttered Marketplace Hardcover - Bargain Price, May 1, 2007 by Noah Kerner (Author) › Visit Amazon's Noah Kerner Page Find all the books, read about the author, and more. See search resultsfor this author Noah Kerner(Author), Gene Pressman(Author) 4.2 out of 5 stars56 ratings

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Chasing Cool by Noah Kerner (ebook) - - 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

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Chasing Cool: Standing Out in Today's Cluttered Marketplace - Chasing Cool: Standing Out in Today's Cluttered Marketplace Paperback - February 15, 2014 by Noah Kerner (Author) 56 ratings 3.4 on Goodreads 246 ratings See all formats and editions Kindle $13.99 Read with Our Free App Audiobook $0.00 Free with your Audible trial Hardcover $16.66 42 Used from $1.33 3 New from $9.25 2 Collectible from $7.90

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Chasing Cool | Book by Noah Kerner, Gene Pressman - Simon & Schuster - Chasing Cool | Book by Noah Kerner, Gene Pressman | Official Publisher Page | Simon & Schuster About The Book About The Authors Product Details Resources and Downloads Chasing Cool Standing Out in Today's Cluttered Marketplace By Noah Kerner and Gene Pressman Trade Paperback LIST PRICE $17.99 PRICE MAY VARY BY RETAILER

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Chasing Cool : Examining the Pursuits of Your Heart - Google Books - Chasing Cool offers ways to: Identify the attitude of 'cool' and understand how focusing on it keeps us from following God's planUse the power of God's Word to help us avoid common deceptions and counterfeitsRecognize the damage caused by chasing cool and how to avoid itUnderstand the need for connection to God's Word and God's community of faith

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Chasing COOL Breezes and SCENIC Views: A SUMMER Camp in - It's currently summer now in the country but that doesn't stop the crew from chasing some cooler breezes to escape the city heat. Our good friend Chavi, AKA "Baguio Mountain Man" gave us a

Chasing Cool: Standing Out in Today's Cluttered Marketplace - The book `Chasing Cool' is about standing out in today's cluttered marketplace. According to the authors, cool isn't just a state of mind--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?

Chasing Cool | Book by Noah Kerner, Gene Pressman | Official - Chasing Cool | Book by Noah Kerner, Gene Pressman | Official Publisher Page | Simon & Schuster About The Book About The Authors Product Details Resources and Downloads Chasing Cool Standing Out in Today's Cluttered Marketplace By Noah Kerner and Gene Pressman Trade Paperback LIST PRICE $17.99 PRICE MAY VARY BY RETAILER

Chasing Cool: Standing Out in Today's Cluttered Marketplace - 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