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Kenneth Cole is a shrewd marketer who knows how to sell shoes by promoting what he calls social engineering. And his book "Awearness" is a roundabout promotion effort to push his Kenneth Cole brand shoes with a fluffy book extolling the benefits of volunteering and selfless altruism and political activism. Hence, the prominence of the word "wear" within "A-WEAR-ness" to remind shoppers to consider Kenneth Cole brand shoes (his name is the brand). Further, his book is a marketing vehicle to round out his celebrity persona as a selfless contributor to causes -- a man who CARES -- so that ladies buying expensive Kenneth Cole brand shoes can do so knowing that hey, I'm buying these shoes from a designer who CARES, from a man who GIVES BACK. Ka-ching goes the cash register.
So "Awearness" isn't REAL political activism although the cover picture suggests a heavy-duty left-leaning radical rousing a crowd. There's an anonymous speaker, back turned conveniently, fist raised, speaking into a megaphone, so a casual reader might think Kenneth Cole was some kind of serious sixties radical pushing a left-leaning agenda. Sorry, folks, this ain't serious activism. That ain't Kenneth Cole with the megaphone. The REAL Kenneth Cole is a rich guy who lives in a $14.5 million co-op in Manhattan. Rather, this book is about SELLING SHOES. Which brand? Why, the Kenneth Cole brand of course. Hey, try a pair on and see how they fit? And a woman thinking of buying a pair might say to herself, well, they're pricey but hey, the money goes for a good cause.
Or causes should I say? Because the book promotes not only Kenneth Cole's volunteering but that of numerous others, mostly celebrities. It's one celebrity (Kenneth Cole) promoting other celebrities (e.g.Read more ›
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