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Chasing Cool: Standing Out in Today's Cluttered Marketplace Hardcover – May 1, 2007


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Product Details

  • Hardcover: 272 pages
  • Publisher: Atria Books; 1st Atria Books Hardcover Ed edition (May 1, 2007)
  • Language: English
  • ISBN-10: 0743497090
  • ISBN-13: 978-0743497091
  • Product Dimensions: 5.5 x 0.8 x 8.2 inches
  • Shipping Weight: 14.4 ounces
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (38 customer reviews)
  • Amazon Best Sellers Rank: #1,220,028 in Books (See Top 100 in Books)

Editorial Reviews

Review

"Johnny Heller does a professionally 'cool' job." ---AudioFile
--This text refers to an out of print or unavailable edition of this title.

About the Author

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.

Customer Reviews

This is a really great book and is very easy and quick to read.
Sahra Badou
Any business owner can benefit from the insight provided in such conversational format.
Amazon Customer
This book is for a class that I have, but it's been a good read.
Tracy L. Tidwell

Most Helpful Customer Reviews

7 of 8 people found the following review helpful By O. Kagan on July 1, 2009
Format: Hardcover
In a "Cluttered Marketplace" like marketing books, "Chasing Cool" does not stand out. In an effort to isolate the intangible "cool," (which they admit is impossible) the authors cite interviews with artists and business people (mostly from the music and fashion industries) that they believe to be influential as well as relying on their own experiences. Instead of teaching laypeople and marketers what to do, they mostly tip us on what not to do. This would be great if this wasn't the tactic of countless other books. Vague advice like be the first to do something new (or be second, or just be the best), be authentic, take risks etc. is not groundbreaking -- for anyone who has read anything about marketing, or has followed a few top marketing blogs for at least a week, it's downright stale.

While the personal experiences developing the Barney's brand, and being a respected DJ are the high points of the book, they are also rather isolated viewpoints. The interviews vary the experiences, but not by much. Companies who don't make designer products probably wouldn't benefit. Ditto for companies that don't cater to hipsters; most of the examples (Apple, Grey Goose, Starbucks, Quiksilver, nightclubs, hotels) fit a certain type. This is not a problem unless your work is completely different, then you are left with irrelevant examples and meaningless statements like "In the final analysis, cool is really about achieving relevance--to a particular group, small or large" (226). Gee whiz, what insight!

Moving away from the content, the book is written in a straightforward manner that makes it easy to scan and a quick read. The design also aids in this with clear headings and readable text.
Read more ›
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3 of 3 people found the following review helpful By R. Parthasarathy on April 26, 2010
Format: Hardcover
This is a very good beginners book on advertising, marketing and how to chase what's "cool". To illustrate the right way of doing it, the authors take up multiple case studies of winning and failing branding campaigns ranging from Grey Goose vodka to Tommy Hilfiger. There are mantras along the way for the reader on what to do and what not to do.
The case studies are not very deep which, depending on the kind of reader you are, works well or sucks. I am just getting into the domain and loved the skimming look on various strategies that have worked over the years. Obviously successful strategies have been copied over the years and are specific to the product it was used for. But some of them also teach valuable lessons on how to uniquely differentiate one's product from a crowd.
Recommended read.
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10 of 14 people found the following review helpful By Michael P. Maslanka on August 17, 2007
Format: Hardcover
The book contains some standard advice, albeit advice worth repeating: you can't buy cool or a brand, don't look for it on the outside, be authentic. But there are better books that tell you as much and more. One of the authors was a honcho at Barneys, and he talks about its rise(it decided to take the road less traveled, went to Europe to get designer stuff, made the stores more works of art than just retail space) and fall(being ahead of the curve is cool in New York and LA but falls flat in Dallas and Cleveland). Lots of irritating photos that have nothing to do with the text. If you have the time, not a bad read;if you don't move on.
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By Amin Osman on May 20, 2007
Format: Hardcover
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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Format: Hardcover
I really enjoyed the book. One of the most interesting parts to me, was the discussion of the word "luxury" and how it has become associated with everything higher end in today's society. I really liked the stories about Barney's as well, especially the discussions about how even if you take risks and go bankrupt, you can come back from that. The book really made taking risks seem imperative, which is great. I loved how the book was written with two points of view. Another part I really liked was how companies should be looking inside for ideas before going outside. If they can't use whatever talent is inside the company, why bother paying for something else?
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4 of 6 people found the following review helpful By Rex Whisman on January 19, 2008
Format: Hardcover
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!
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