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Being cool is definitely the way to stand out in today’s global economy. Making things “cool” is on the minds of people all over the world. Chasing Cool, a book about standing out in today’s cluttered marketplace explains exactly how to. The authors uncover surprising trends that shape the way that businesses generate new ideas that are “cool” enough for the ever-changing market. Apple, Target and Nike all must create new plans that give their products an edge. This is a great book for anyone who wants to get into marketing or looking to build a new brand.