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Chasing Cool: Standing Out in Today's Cluttered Marketplace
The former creative director and co-CEO of Barneys joins forces with a celebrated twenty-eight-year-old marketing maverick to teach readers how to break through the clutter and achieve a relevant point of difference in this entertaining and imminently readable book.
Cool isn't just a state of mind, a celebrity fad, or an American obsession—it's a business. Combining Gene Pressman's revolutionary creative vision with Noah Kerner's marketing expertise, Chasing Cool digs 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 Cool expands the playing field by including interviews with business icons, in-depth research, and personal anecdotes. 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 America's shortsighted search for the ever-popular concept of cool.
Cool isn't just a state of mind, a celebrity fad, or an American obsession—it's a business. Combining Gene Pressman's revolutionary creative vision with Noah Kerner's marketing expertise, Chasing Cool digs 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 Cool expands the playing field by including interviews with business icons, in-depth research, and personal anecdotes. 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 America's shortsighted search for the ever-popular concept of cool.
- GenresBusinessNonfiction
Audio CD
First published May 1, 2007
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Displaying 1 - 30 of 35 reviews
November 4, 2013
Chasing cool has become one of my favorite books to date. This book is a good read not only for people who are interested in marketing, but also for people who shop for anything. At first I thought the book was going to be repetitive as each chapter seems to reiterate the last, but that's not the case. There are so many cool (no pun intended) lessons and quotes this book has to offer. I recommend this book to anyone!
July 10, 2008
sooooo good. i got to meet noah kerner at a conference in new orleans and he is badass. interesting to read even if you're not in the sales game. he interviews everyone, ranging from tony hawk to talib kweli to a bunch of dudes in the tech industry about whom i know nothing.
September 10, 2007
great weekend read if you need a refresher course in being and staying relevant as a dot com, mom and pop, or global brand. nice anecdotes and a few ding ding revelations.
January 25, 2013
As a communications professional it showed me how to really stand out and make my voice heard by being the most original version of me and not by a how-to guide, that again would take you back to the mold you were trying to get out of.
November 11, 2007
Some people at work were really pumped up about this book, so I was curious- especially since the cover is someone wearing AF1's with spurs. I've had more than my fill of AF1's, at work and at home.
I did check the book's website before reading it and was overwhelmed by the sheer force of book marketing.
I was first suspicious of the actual layout: there's a lot of bold, large face type. The margins are big. And there are tons of getty style images with vague business quotes. The last time I saw a book with this style layout was Dennis Rodman's autobiography (which I only read because I was extremely bored waiting at someone's house)
There isn't really any substance tying the sentences together. The main point is that if you are not authentic, you will not connect with your consumer. They have a lot of rambling points from Bonnie Fuller to Tony Hawk saying focus groups and trend reports are not how they operate. Also, you need to be an innovator, but not too early. And don't copy people. And it you're selling a book like this, you need to name drop.
Some of it didn't make any sense: they mentioned someone at Estee Lauder laughing at trend reports. Really? Then how come I've read interviews with the younger Lauder daughter who described her "cool hunting"?
I did learn the term "cool hunter" is passe, but in general I was offended by how stupid this book was. It's probably helpful for execs giving presentations if they need to pull out a quick quote.
I did check the book's website before reading it and was overwhelmed by the sheer force of book marketing.
I was first suspicious of the actual layout: there's a lot of bold, large face type. The margins are big. And there are tons of getty style images with vague business quotes. The last time I saw a book with this style layout was Dennis Rodman's autobiography (which I only read because I was extremely bored waiting at someone's house)
There isn't really any substance tying the sentences together. The main point is that if you are not authentic, you will not connect with your consumer. They have a lot of rambling points from Bonnie Fuller to Tony Hawk saying focus groups and trend reports are not how they operate. Also, you need to be an innovator, but not too early. And don't copy people. And it you're selling a book like this, you need to name drop.
Some of it didn't make any sense: they mentioned someone at Estee Lauder laughing at trend reports. Really? Then how come I've read interviews with the younger Lauder daughter who described her "cool hunting"?
I did learn the term "cool hunter" is passe, but in general I was offended by how stupid this book was. It's probably helpful for execs giving presentations if they need to pull out a quick quote.
December 10, 2014
It has many interesting anecdotes about the marketing and branding of some of the most popular brands; that comes with a good portion of thoughtful ideas and hindsight analysis. Almost all the histories come directly, through interviews, from the founders of the brands or actual celebrities like Tony Hawk, Christina Aguilera etc. So, that is very valuable. However, I think the book could be better written/organized.
June 4, 2008
This book is a light, quick read. I don't think it has anything earth-shattering to say about marketing in today's cluttered marketplace, but it's definitely worth the read (which isn't a huge time investment) for the perspective that it does have and for the incredibly interesting case studies (namely Barneys New York, iPod and Quicksilver) scattered throughout the book.
August 11, 2015
This book is a great conversation piece. It's an easy read with real life examples that hit on strategic marketing.
January 23, 2008
Great look at trends in marketing.
September 22, 2025
Too long. I need to get better at putting a book that is slowing me down, down fr, or else I stop reading.
January 5, 2009
Some interesting things but poorly written and designed.
There were some things I liked about this book (the details and history of Barneys NY). But there were also plenty of weird things about this book.
The premise of Chasing Cool is to not chase it -- don't try to package up and sell something "cool". What I don't understand is why they did just that with this book. The design is pretty awful. There are two writers and three different styles of font so you know when one author is speaking or when they're both speaking together. This was silly - I'd say that 99% of readers are irritated when on one page you have three different font styles. The only people who care about this are probably the authors. Just because something is bold and italicized doesn't mean I remember which author is speaking, nor do I care. The images spread randomly and plentifully throughout didn't really seem to have any connection to the content, were uninteresting and will just date this book.
All that said, I did finish it, so it was able to keep me engaged (maybe because I was so distracted by its design).
There were some things I liked about this book (the details and history of Barneys NY). But there were also plenty of weird things about this book.
The premise of Chasing Cool is to not chase it -- don't try to package up and sell something "cool". What I don't understand is why they did just that with this book. The design is pretty awful. There are two writers and three different styles of font so you know when one author is speaking or when they're both speaking together. This was silly - I'd say that 99% of readers are irritated when on one page you have three different font styles. The only people who care about this are probably the authors. Just because something is bold and italicized doesn't mean I remember which author is speaking, nor do I care. The images spread randomly and plentifully throughout didn't really seem to have any connection to the content, were uninteresting and will just date this book.
All that said, I did finish it, so it was able to keep me engaged (maybe because I was so distracted by its design).
December 31, 2016
I read this book as requested by my operator for my job (Director of Sales & Brand Growth). Definitely an interesting read for anyone involved in marketing - it's full of personal anecdotes from the authors, quotes from myriad symbols and producers of "cool", and examples of the pursuit of cool gone right and wrong.
One takeaway from this book was avoiding the easy temptation to emulate someone else who is successful, as if there were a cookie cutter approach to cool and success. Take risks. Know your demographic. Be genuine and authentic. Have a vision and follow it, but don't shy away from adjusting that vision along the way.
One takeaway from this book was avoiding the easy temptation to emulate someone else who is successful, as if there were a cookie cutter approach to cool and success. Take risks. Know your demographic. Be genuine and authentic. Have a vision and follow it, but don't shy away from adjusting that vision along the way.
April 1, 2008
Brings up a few interesting points and demonstrates how "cool" can't be manufactured, but falls a little short describing how "cool" actually happens, which I guess is kinda the point of the book: You can't make cool, you just have to hope and pray that it happens to you.
While it was an enjoyable read and even at times insightful, it seems like anyone really in touch with their consumers would already be privy to the point this book makes.
While it was an enjoyable read and even at times insightful, it seems like anyone really in touch with their consumers would already be privy to the point this book makes.
September 10, 2011
Not an essential read but a pretty solid chapter near the end examining how Quiksilver helped build surf culture via an MTV show on girl surfers and Yahoo partnered their then new music service with the DMC DJ championship to illustrate how brands should correctly borrow (or as they argue, share) equity from ‘cool’ be it emerging, underground or already-established cool subcultures, artists, athletes or other celebrities.
February 15, 2016
Its actually amazing. The books theme is marketing. It forces you to draw your own conclusions all the way through then blows you away.
Every point I decided to put the book down after so many chapters it was impossible. I'm literally left hanging on. I have to read more.
I have to know who and what and where. The author displays in depth knowledge on the workings and procedures. Thanks a lot!
Every point I decided to put the book down after so many chapters it was impossible. I'm literally left hanging on. I have to read more.
I have to know who and what and where. The author displays in depth knowledge on the workings and procedures. Thanks a lot!
September 24, 2011
Shallow and a tedious read. You get the feeling this was written by someone with a few years experience but only a skimming of the real depth of the problems he is trying to counsel on. Basically the book can be summed up by "Don't try to chase cool. Be yourself. Live your dream." Ok, you are done, no need to read the book... yea.
February 22, 2016
loved this book! really gives anyone interested in the marketing field an edge. provides insight on the true meaning of a "cool" and innovative idea. even if youre not interested in the marketing field, Chasing Cool provides you with a new perspective on living life and to not imititate others work but instead to be inspired by it.
October 5, 2007
Currently reading this book. So far it brings up some interesting point about the danger of companies trying to chase the next big trend instead of developing a culture to invent it. On the downside, it's a big fluffy and rough around the edges in terms of writing and background information.
March 14, 2009
A very intelligent account of today's pop culture and what makes it tick. Somewhat repetitive but also contains a lot of interesting stories and examples of "cool". The authors have enlisted a cowriter but I had the sense that it was clearly their book.
August 20, 2013
The core message stands the test of time. Don't chase others, don't chase cool. Be unique, be authentic. That's how you succeed. Unfortunately, the rest of the book has not aged too well. Funny how how referencing how cool myspace is can kill relevance to today's time.
February 19, 2016
I am not a marketing major but most of what is explained in this book was pretty self explanatory. I did like that the book addressed cultural appropriation. It was a nice quick read though so I can't complain
July 31, 2007
Great book on marketing and staying relevent in today's market.
June 3, 2008
Eh...nothing too special here. It referenced the typical "Cool" brands (Nike/Apple) but I was left still chasing...
July 1, 2008
So insightful to what makes a brand and an industry and what suckers we all are!
May 12, 2009
First half of the book was great. Last half not quite so enlightening; a re-hash of dated ideas.
February 19, 2010
I liked much of this book although it wasn't particularly well written. i did pull some good ideas regarding marketing and remaining relevant
February 9, 2011
I stopped reading after about 100 pages. Shittiest book I have lifted in some time. Don't waste your money on this pompous ass' drivel.
March 29, 2013
A should-read book for knowledge workers and entrepreneurs on concepts and social trends.
April 8, 2016
A must-read for everyone working to create a product that stands out. Highly recommended for marketers and students.
February 17, 2016
Awesome writing and great advice ! Enjoyed all page line by line,Thank you !
Displaying 1 - 30 of 35 reviews