Chasing Cool: Standing Out in Today's Cluttered Marketplace

By Gene Pressman and Noah Kerner

Book Overview

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... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0743497104
• ISBN13: 9780743497107
• Release Date: February 2014
• Publisher: Atria Books
• Length: 272 Pages
• Weight: 0.60 lbs.
• Dimensions: 0.7" x 5.0" x 8.0"

Customer Reviews

Brand Strategy is Cool

I love this book and recommend it any chance I get. At first glance, one might think that the authors are attempting to be cool because of the book's graphics and cover. Or the authors are cool, because they have backgrounds in music and fashion. But, the skeptic will be surprised to discover that being cool is all about having the right strategy! I think this is one of the best examples of how to effectively align a verbal and a visual identity. How cool is that!

Very insightful for anyone in marketing

As someone who works in the marketing business, I found the stories and insights in this book to be really helpful in my career. I would recommend it to anyone looking to get into marketing or seeking to build a brand.

MUST READ...

One of the best books I've read this year...I couldn't put it down. My favorite part was how the authors break down real case studies and give inside information for brands that are relevant today. It was fascinating and informative. If you're into marketing, advertising, consumer behavior, pr, business, psychology, and more, you'll get a lot out of this book.

The Cool Inside

The book is well written and an easy read. Contemporary examples of "Cool Success" are inspiring and eye-opening. Any business owner can benefit from the insight provided in such conversational format.Chasing Cool will get your creative juices flowing as you embark on your next marketing campaign.

Insightful and Motivating

As a marketer for a top sports lifestyle brand, I was inspired and impressed with "Chasing Cool". Kerner and Pressman have written a book about marketing that incorporates the most important aspect of it, culture. The book also presents a very poignant tip to those trying to create "buzz" behind their brand: trust your instincts and don't simply follow the trend.