Chasing cool kerner noah pressman gene. Chasing Cool by Gene Pressman, Noah Kerner, and Johnny Heller by Gene Pressman, Noah Kerner, and Johnny Heller 2019-01-24

Chasing cool kerner noah pressman gene Rating: 9,1/10 1686 reviews

Chasing Cool by Noah Kerner and Gene Pressman

chasing cool kerner noah pressman gene

In a multidimensional, entertaining, and eminently readable book that redefines how to appeal to today's savvy consumer, Kerner and Pressman explore the lessons to be learned by America's ongoing search for the ever-changing concept of cool. If I had to go to someone else to be cool, I'd just pack up my bags and find a new profession. If I had to go to someone else to be cool, I'd just pack up my bags and find a new profession. Whether or not these individuals are cool is a matter of opinion, but their work is indisputably relevant to a particular audience, and thus its members perceive them as such. The author displays in depth knowledge on the workings and procedures.

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Chasing Cool : Noah Kerner : 9781400154241

chasing cool kerner noah pressman gene

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. How do we get what Target got? But as I started explaining the project to Gene, particularly the ubiquity of the question How do we make this thing cool? Nike and Target endure as relevant brands not because of a shortsighted and gimmicky campaign. Walk the street, see what's going on, and spit it out in your own way. Just the feel of the brand name slipping past your lips— Goose, rocks, two limes, please—is considered prestigious. Nike and Target endure as relevant brands not because of a shortsighted and gimmicky campaign. Nike and Target endure as relevant brands not because of a shortsighted and gimmicky campaign. A lot of times, we all get so focused on the outcome that we forget to really experience the process.

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Chasing Cool with Noah Kerner

chasing cool kerner noah pressman gene

If you want it badly enough, you hunt it down and apply it. How do we do what Nike did? And through this accomplished assemblage, Pressman and Kerner dig beneath the surface and reveal how emphasizing long-lasting relevance trumps a fleeting preoccupation with what's hot and what's not. How do we make this gadget into the iPod of our industry? I have to say that the glowing reviews were warranted. How do we get what Target got? Brands are effectively developed when companies take substantial risk -- and face the possibility of real failure -- in order to open up the opportunity for real success. It forces you to use your resources more efficiently.

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Chasing Cool by Noah Kerner (ebook)

chasing cool kerner noah pressman gene

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. 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. This is no ordinary question. What insights did you gain from working with him? How do we infuse this product with that very desirable, nearly unattainable it factor? T used to say, Who the fool? Their discoveries are pulled together in this definitive book on the commerce of cool. Cool isn't just a state of mind, a celebrity fad, or an American obsession -- it's a business. 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.

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Chasing Cool by Noah Kerner (ebook)

chasing cool kerner noah pressman gene

They systematically parse the successes and failures of the last few decades -- in music and fashion, magazines and food, spirits and hip-hop culture. Hundreds of well-known brick-and-mortar retailers have closed their doors, and brands and retailers across categories are struggling to understand the shifting needs and expectations of a new consumer. 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. These companies blazed trails and took tremendous risks to achieve their aspirational muscle. How do we make this gadget into the iPod of our industry? In boardrooms across America, product managers are examining vodka bottles and candy bars, tissue boxes and hamburgers, wondering how do we make this thing cool? Shallow and a tedious read.

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Chasing Cool with Noah Kerner

chasing cool kerner noah pressman gene

Meanwhile, its urban cred is massive: rappers name-check it while guzzling it down in videos. 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. How do we make this gadget into the iPod of our industry? And through this accomplished assemblage, Pressman and Kerner dig beneath the surface and reveal how emphasizing long-lasting relevance trumps a fleeting preoccupation with what's hot and what's not. Brands are effectively developed when companies take substantial risk -- and face the possibility of real failure -- in order to open up the opportunity for real success. Because starting a business from broke forces you to think more creatively. 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.

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Chasing Cool by Noah Kerner and Gene Pressman by Noah Kerner and Gene Pressman

chasing cool kerner noah pressman gene

I'm literally left hanging on. Chasing Cool includes interviews with more than seventy of today's most respected innovators from Tom Ford and Russell Simmons to Ian Schrager and Christina Aguilera. How do we get what Target got? They inspired change when others were defending their positions. They pursued a vision and, then, somewhere down the road, cool found them. Almost all the histories come directly, through interviews, from the founders of the brands or actual celebrities like Tony Hawk, Christina Aguilera etc. Today we live in a world of nearly infinite options. Cool isn't just a state of mind, a celebrity fad, or an American obsession—it's a business.

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Chasing Cool Audiobook

chasing cool kerner noah pressman gene

In boardrooms across America, product managers are examining vodka bottles and candy bars, tissue boxes and hamburgers, wondering how do we make this thing cool? Have a vision and follow it, but don't shy away from adjusting that vision along the way. Here he investigates the forces that compel Americans to shop till they drop. A dash of bling and a viral website don't amass long-term value. How do we get what Target got? The only people who care about this are probably the authors. You can hang the prestige of your brand on taste, but there will always be yet another taste test, with a brand-new champ—as the following well-documented New York Times study makes clear.

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Chasing Cool (Audiobook) by Noah Kerner, Gene Pressman

chasing cool kerner noah pressman gene

At one point people even wanted to be the Japan of something. Cool isn't just a state of mind, a celebrity fad, or an American obsession-it's a business. Readers will learn how to apply these lessons to their own businesses and creative projects in order to stand out in today's cluttered marketplace. When done right, marketing seeks to make change in the world. In boardrooms across America, right now, some earnest product manager is holding up a vodka bottle or a candy bar or a sports drink and wondering about it. Is there a pattern underlying how technologies hook us? In boardrooms across America, product managers are examining vodka bottles and candy bars, tissue boxes and hamburgers, wondering how do we make this thing cool? By any objective standard, in less than seven years since it hit the market, Grey Goose has drowned the competition.

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Chasing Cool by Noah Kerner and Gene Pressman

chasing cool kerner noah pressman gene

These are some of the key ideas we try to convey through stories and anecdotes. Suddenly, everyone—from large corporations to small individuals—is in on it. He is a graduate of the Newhouse School at Syracuse University. If I had to go to someone else to be cool, I'd just pack up my bags and find a new profession. The books theme is marketing.

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