The Science Of Cool

Examines the meaning of the term `cool’, and argues that it describes how cultures change, interact and coalesce, and that marketers need to understand it.

the science of cool

The art of understanding fusionism

Que Gaskins Ad*itive

'The trick is not just to be able to tell who is different, but to be able to tell when that difference represents something truly cool. It's a gut thing. You have to somehow know.' Malcolm Gladwell, 'The Coolhunt'

Cool has the supreme power to make or break a brand. If your brand is cool, then it will flourish and reap great profits among its consumer base. However, if your brand is uncool, then you must figure out how to meet and interact with cool. Cool is one...

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