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Liked It “Chasing Cool has a few really informative observations. If you are trying to figure out how to tap the "cool" factor(s) with your products and services, this is worth reading.” see full review » see other reviews » |
Didn’t Like It “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...” see full review » see other reviews » |
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“It sounds cool”
SUPERIOR M wrote this review Wednesday, October 7 2009. ( reply | permalink ) Was this review helpful? Yes | No“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.
ock wrote this review Wednesday, July 1 2009. ( reply | permalink ) Was this review helpful? Yes | No
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, 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. Speaking of design, what's up with the completely random pictures throughout the book; not bad, just strange.
After all, would I recommend this book? For a first book about marketing, why not. For people who are interested in edgy branding, perhaps. For experienced marketers, forget it. If you've read any other marketing books, skim it. If you enjoy case studies, sure. Just don't expect anything groundbreaking.
”“Chasing Cool has a few really informative observations. If you are trying to figure out how to tap the "cool" factor(s) with your products and services, this is worth reading.”
Daniel M wrote this review Sunday, June 29 2008. ( reply | permalink ) Was this review helpful? Yes | No
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