Coolhunting with Aristotle

Nick Southgate

This pervasive influence of Coolhunting is the motivation behind this paper. Being touched by the Coolhunt raised legitimate questions.
  

Coolhunting With Aristotle

Welcome to the hunt

Nick Southgate Cogent Elliot

Introduction

Coolhunting offered, a great and glittering prize. Cool is the anvil on which many brands are made or broken.

The role call of big brands that had brought in the Coolhunters confirmed this: Reebok, Adidas, Nike, CocaCola, Levi's, Converse, Nokia, Gap, The North Face, Pespi and so on. These brands were either perennially cool, or widely admired for their ability to rediscover and reignite lost cool. Meanwhile big brand factories like Unilever, Coty Beauty and Seagrams all managed to get their taste of the cool...

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