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J**Z
Must-read for all Entreprenuers!
Fun read. It gives you examples from some of the biggest success stories in the business. READ IT NOW!I love the format of this book. I typically can't read business books but this was amazing!
T**S
Five Stars
Seriously excellent read!!
H**S
A practices look at marketing/pr
This book is for a class that I have, but it's been a good read. Very practical and applicable to the Public Relations world. And it's not boring.
J**Y
Chasing Cool - Kerner & Pressman
What's cool today? Great question. What I might think is cool is totally different from what a 30 year old thinks is cool, which is different from a 17 year-old's perspective. Most companies want to have their brands perceived as cool, but if they try too hard, they risk having the "pursuit of cool" backfire on them, and in fact their products become very uncool.The authors, who must be cool because they keep saying so throughout the book, talk about the pursuit of cool, and how products that are currently considered cool, were able to attain this status. Even though I am not mentioned in this book, and therefore must not be cool, I do recommend this as a fast read, and one that will help you better understand the risks of fads, and the risk of wanting your product or service to be seen as hip. I think you might enjoy this book.
J**O
Good read but nothing too new here
Very quick read and basically boils down to what smart marketers already know. You can't chase "cool". You can be inspired by it and, through evolution, become it, but chasing it always results in being very "uncool" and fake. This theory applies to virtually any product.The insights from the music and fashion industry were well worth the time to read the book.
P**A
when wooody was funny
this is woody at the early age , fresh , new , fantastic material - one of my favorites
K**A
Kerner provides deep insight into the commerce of cool - primarily what not to do if you're looking ...
Kerner provides deep insight into the commerce of cool - primarily what not to do if you're looking to achieve it. Highly recommend for anyone interested in marketing, branding, and innovation. Many of the lessons are still relevant today, a decade later.
V**V
Great read :)
Great read for those looking for some Miracle Grow for their brand. Approachable text and interesting back stories on companies and people. I found this book to be energizing and easily digestible. It would have been nice to hear more from female thought leaders. I wish that I'd had this book assigned to me in my marketing classes at school.
W**D
Good read.
Not worthy of it's cost. It's just another story telling book. In every chapter you might get a tip or two.
L**A
good book
Received book on time, no issues and the book was a great read that I would recommend to friends with similar interest
S**M
How to build your hip brand in 21st century
This book when broken down and despite its topical title is ultimately about how to build your brand and image in an environment where the old methods of media communication no longer work, especially with younger buyers. In many ways it is a mix of many of the messages of Gladwell's "The Tipping Point" with numerous hard examples that "cool" is a result of long term investment and not just luck based on a latest trend. The examples of Quicksilver and Grey Goose vodka among others make for a fast read but the mix of text, quotes (some with OTT photos) and the authors' own personal text sections make for a very "cut and paste" style book.For UK readers some of the US examples are hard to relate to, but a breezy read with some interesting observations along the way.
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