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...