Chasing Cool: Standing Out in Today's Cluttered Marketplace

I read this book as requested by my operator for my job (Director of Sales & Brand Growth). Definitely an interesting read for anyone involved in marketing - it's full of personal anecdotes from the authors, quotes from myriad symbols and producers of “cool”, and examples of the pursuit of cool gone right and wrong.

One takeaway from this book was avoiding the easy temptation to emulate someone else who is successful, as if there were a cookie cutter approach to cool and success. Take risks. Know your demographic. Be genuine and authentic. Have a vision and follow it, but don't shy away from adjusting that vision along the way.