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Description
Chasing Cool: Standing Out in Today's Cluttered MarketplaceCool isn't just a state of mind, a celebrity fad, or an American obsession it's a business. 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? How do we make this gadget into the iPod of our industry? How do we do what Nike did? How do we get what Target got? How do we infuse this product with that very desirable, nearly unattainable it
Cool isn't just a state of mind, a celebrity fad, or an American obsession--it's a business. 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? How do we make this gadget into the iPod of our industry? How do we do what Nike did? How do we get what Target got? How do we infuse this product with that very desirable, nearly unattainable it factor? In this wide-ranging exploration the authors Noah Kerner, a celebrated marketing maverick, and Gene Pressman, legendary creative visionary and former co-CEO of Barneys New York, have uncovered surprising and universal patterns and trends. They systematically parse the successes and failures of the last few decades--in music and fashion, magazines and food, spirits and hip-hop culture. Their discoveries are pulled together in this definitive book on the commerce of cool. Nike and Target endure as relevant brands not because of a shortsighted and gimmicky campaign. A dash of bling and a viral website don't amass long-term value. 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. 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. 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. 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 in order to stand out in today's cluttered marketplace.Binding Type: Paperback
Publisher: Atria Books
Published: 02/15/2014
ISBN: 9780743497107
Pages: 272
Weight: 0.66lbs
Size: 7.99h x 5.00w x 0.62d
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4.2 ★★★★★
Based on 28 reviews
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Product Reviews
★★★★★ 4
Soft...but fluffy and tall
Color: White, Size: Standard (Pack of 2)
I've only had these pillows for about a week. They are a great quality pillow. The cover is soft and seems well made. My only complaint is that they are VERY full pillows. If you're tall with broader shoulders, you'll probably love them. If you're shorter with a smaller frame you will probably feel like your head is too high and your neck at a weird angle (my problem). There seemed to be mixed reviews about softness....I would consider these a nice medium pillow. Soft filling but firm enough that your head doesn't sink to the bed. Definitely NOT a down-like pillow, so if that's what you're looking for, this is not for you.
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Reviewed in the United States on April 10, 2026
★★★★★ 5
Soft, fluffy and surprisingly comfortable
Color: White, Size: Queen (Pack of 2), Color: White, Size: Queen (Pack of 2)
I really liked these pillows. I tried to show different things in my photos because I wanted people to see the details: the design, how fluffy they are, and how full and thick they actually look. They are so full that the pillowcase even looks tight once you put it on, which I actually loved because they look luxurious and well-filled.
At first glance they look very thick and high, but once you lay down they feel soft and fluffy instead of hard. They adjust comfortably and feel very cozy whether you’re sleeping, relaxing, or even reading before bed.
I think they offer a really good balance because they feel supportive without being stiff. Of course, pillow preference is very personal—some people like lower pillows and others like higher ones—but for someone who likes fuller pillows that are still soft and comfortable, these are great.
They are spacious, cozy, and feel like a very good purchase overall. I honestly don’t have any complaints so far. Definitely happy with them.
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Reviewed in the United States on May 15, 2026
★★★★★ 5
Great quality pillows. Very difficult wrapping.
Color: White, Size: King (Pack of 2)
The Pillows are the real deal. Very fluffy but with good support. I was surprised by the weight of the box they came in, pretty heavy so you know there’s good quality pillows inside.
The one negative is that the pillows are packed in very very tight plastic because they come compressed. But the thing is, it’s really a chore to open them. You have to be careful not to cut through the plastic to the material, but the plastic is put on so incredibly tight that it’s even hard to get your finger underneath.
But I found a way to open them. Near the top, insert A very flat metal ruler as far in as you could get it. Then cut through the plastic that’s above the metal ruler. That prevents a sharp tool from damaging the pillows. As you get through the plastic above the ruler, keep pushing the ruler further down into the package. Believe me, this simplifies what could be a very difficult unpacking. I am very surprised that the company that makes them does not insert the type of opener that you find on boxes you receive in the mail or even packages that you get from the grocery store where you just pull a tab and that opens the package.
These are really good pillows, but you must be very careful about using a sharp object when opening the box and when trying to cut through the plastic. I am a strong man and have the tools needed, a very flat metal ruler, and a box cutter, knife, or razor. Good luck. !!
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Reviewed in the United States on May 5, 2026
★★★★★ 5
These hold up very well
Color: White, Size: Standard (Pack of 2)
I have NO luck with pillows. I’ve been in stores & tried them. They seemed ok there. At home, nope. I’ve been getting headaches & neck aches from lousy pillows. I’ll change one, a few nights relief. It doesn’t help that I’m prone to headaches. After reading about different pillows, I settled on these. The reviews were better than so many different ones I was looking at. Including high priced & brand names. I bought the standard size. When I saw, “Customers Usually Keep This”, I kept my fingers crossed. When I received them, I took one out of the package & put my head on it & thought, oh no! This is too hard! I tried it again. Ok….. I slept on it & haven’t had any pains since. It’s soft but firm enough to keep my head from sinking & messing up my neck. I don’t move. No more flipping my pillow over. My head doesn’t go below my neck anymore! This has been 2 months now, but it hasn’t changed at all. I wake up happy, not complaining. No more pains or headaches. This saved me from losing days with a heating pad or an ice pack. The price was excellent for 2 pillows. I can’t believe a blind buy was the answer! These are incredible. Finally, something worked for me.
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Reviewed in the United States on May 13, 2026
★★★★★ 5
Awesome Pillows!
Color: White, Size: King (Pack of 2)
These pillows are super soft! I love them. I bought them when I caught a bad cold and needed to prop myself up. Worked so great! Definitely give these pillows a try. They're very reasonably priced too.
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Reviewed in the United States on May 29, 2026