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Chasing Cool: Standing Out in Today's Cluttered Marketplace
Noah Kerner

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aminosman5, May 20, 2007

If you've ever wondered how major media corporations come up with their effective tactics to promote the next wave of what's cool, this is the book for you. Written by industry insiders Gene Pressman (CEO of Barney's department stores) and Noah Kerner, this book tracks the development of many advertising campaigns that have been responsible for the popularity of many now-household items. The book also gives an in-depth look at "cool hunting"- how companies attempt to track down what's cool and what's not. "Chasing Cool" provides counterpoints to many common strategies of cool hunting, thus presenting a new perspective on how both marketers and users should interact with the reputation and image of many world-famous products such as the iPod, Grey Goose vodka, etc. Far from being mass-marketed advertising propaganda, "Chasing Cool" shares the anecdotes and experiences of two seasoned marketing veterans and invites the reader to take a no-holds-barred journey through the fascinating, contradictory, and ever-changing world of cool hunting.

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