Coolhunting With Aristotle
Welcome to the hunt
Nick SouthgateCogent
Introduction
The uncertainty of the future is the client's greatest curse, and the prescience the greatest promise a researcher can make.
Coolhunting gained celebrity as a research technique because it seemed unerringly shrewd at predicting the future and with that most ephemeral, fickle, willothewisp of qualities, cool
Coolhunting offered, a great and glittering prize. Cool is the anvil on which many brands are made or broken. Cool is the currency all brands can profit from when they trade in it. The profits are highest for those brands that play...