First published 2007
Cool drives billions in sales, but most companies chase it wrong. Marketing maverick Noah Kerner and former Barneys New York co-CEO Gene Pressman dissect what separates lasting brands from flash-in-the-pan fads. They analyze decades of successes and failures across music, fashion, food, and spirits to reveal the patterns behind enduring relevance. Through interviews with over seventy innovators including Tom Ford, Russell Simmons, Ian Schrager, and Christina Aguilera, they show how Nike and Target built staying power not through gimmicks but by taking real risks. The authors argue that brands succeed when they embrace genuine inspiration over calculated trend-following. This exploration of commerce and culture offers practical lessons for anyone trying to cut through today's cluttered marketplace and connect with savvy consumers.
Genres: popular-science, business, non-fiction
Vibes: fast-paced, intimate, thought-provoking
Tropes: interviews, non-fiction
272 pages · Hardcover · Atria Books