Just thought this was hilarious.

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If you're looking for something crunchy to sink your reading teeth in, here's Chasing Cool, a witty pop-and-consumer culture branding book that examines corporate America's quest to make its products and services seem 'cool'.

Written by Gene Pressman (former CEO, Creative Director and Head of Merchandising for Barney's New York) and Noah Kerner (former DJ for Jennifer Lopez and current CEO of noise marketing agency), the book "...digs beneath the surface and reveals how emphasizing long-lasting relevance trumps a fleeting preoccupation with what's hot and what's not".

Chasing Cool features an impressive list of over 70 contributors from entertainment, beauty/fashion, sport, media and design industries, with names such as Les Garland & Bob Pittman (founders of MTV), Marc Jacobs, Tiki Barber, Vera Wang, Tony Hawk, Christina Aguilera, Tommy Hilfiger, Scott Bedbury (Nike and Starbucks), Antonio Bertone (Puma), and many more.

From www.chasingcoolbook.com: "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 that product with that very desirable, nearly unattainable It factor?"

Chasing Cool is out today May 1st, published by Simon&Schuster.

Click here to buy this book on Amazon!

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