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Chasing Cool: Standing Out in Today’s Cluttered Marketplaceby Noah Kerner and Gene PressmanSummaryChasing Cool features interviews with more than 70 of today's most respected innovators, from Tom Ford and Russell Simmons to Ian Schrager and Christina Aguilera. Within 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. 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. Readers will learn how to apply these lessons to their own businesses and creative projects to stand out in today's cluttered marketplace. Recommended ReadersAnyone interested in Advertising, Business & Investing, Business Management, Communications, Consumer Behavior, Decision-Making & Problem Solving, Management & Leadership, Marketing, Organizational Behavior, Public Relations Social Psychology & Interactions, Social Sciences, Strategy Planning, Systems & Planning, and Web Marketing. Top TakeawaysCool is a business. 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. Walk the street, see what's going on, and spit it out in your own way. Don't do it because you research it, do it because you breathe it. About the AuthorsGene Pressman was co-CEO, creative director, and head of merchandising and marketing for Barneys New York for more than 27 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. |
