Chasing Cool is a new book by Noah Kerner and Gene Pressman. It is available on Amazon right now. This book is a revolutionary work about how "chasing cool" is not the right way to come up with ideas or market your product. It talks about which brands endure over time, and why they do so. Many interesting interviews are included, especially one with the family who created Barney''s New York. You can learn how to apply these ideas to your company.
I really enjoyed the book. One of the most interesting parts to me, was the discussion of the word "luxury" and how it has become associated with everything higher end in today''s society. I really liked the stories about Barney''s as well, especially the discussions about how even if you take risks and go bankrupt, you can come back from that. The book really made taking risks seem imperative, which is great. I loved how the book was written with two points of view. Another part I really liked was how companies should be looking inside for ideas before going outside. If they can''t use whatever talent is inside the company, why bother paying for something else?