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Chasing Cool: Standing Out in Today's Cluttered Marketplace

Chasing Cool: Standing Out in Today's Cluttered Marketplace

by Gene Pressman (Author), Gene Pressman (Author), Noah Kerner (Author)

  • Used

    Hardcover 2007

    $6.54
Synopsis

Cool isn't just a state of mind, a celebrity fad, or a Western obsession - it's a business. Combining Gene Pressman's revolutionary creative vision with Noah Kerner's marketing expertise, Chasing Cooldigs 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 Coolexpands the playing field including interviews with business icons, in depth research, and personal anecdotes.

Timely and timeless, Kerner and Pressman's partnership has fostered a book with boundless appeal. 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 the West's shortsighted search for the ever-popular concept of cool.

$6.54

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More Information

Format: Hardcover
 Pages: 272
 Edition: 1st Atria Books Hardcover Ed
 Publisher: Atria Books
Published: 20 Aug 2007
ISBN 10: 0743497090
ISBN 13: 9780743497091

Media Reviews
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.


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 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


I love looking at trend reports because then I know exactly what I shouldn't be doing.

-- John Demsey, group president, Estee Lauder, MAC Cosmetics, Prescriptives, Sean John, and Tom Ford Beauty


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


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

Author Bio
Noah Kerner began his music career as a DJ at the age of four-teen spinning in nightclubs across the country, performing as stage DJ for artists like Jennifer Lopez, and appearing on shows such as Today and The Tonight Show with Jay Leno. He is now cofounder and CEO of the marketing agency Noise (noisemarketing.com), which has been featured on 60 Minutes as the company to go to if you want to influence the choices of that fickle, unpredictable 20-something demographic. Kerner was recently highlighted in Billboard magazine's Top 30 Under 30 most influential business executives. He is a graduate of Cornell University. Gene Pressman was co-CEO, creative director, and head of merchandising and marketing for Barneys New York for more than twenty-seven years, where he brought high-end brands like Armani, Versace, Prada, and Manolo Blahnik to the United States. Under Pressman's leadership, Barneys New York emerged as the defining force in retailing for upscale men's and women's ready-to-wear, accessories, and home furnishings. Pressman has been featured in such publications as The New York Times and Vogue and has appeared on the cover of New York magazine. He is a graduate of the Newhouse School at Syracuse University.