| The former creative director and co-CEO of Barneys joins forces with a celebrated 28-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 sufrace and reveals how empasizing 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 refernce 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 apeal 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.
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| “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, and Sean John |
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