Up to now holidays now we have learn the e book Coolhunting by Daniel Córdoba-Mendiola, in keeping with the creator’s personal phrases, the e book is designed to be learn and utilized by folks within the cool phenomenon and its administration in advertising and communication environments and has been written to facilitate the speedy integration of the ideas which might be uncovered within the skilled and private actuality of the one that reads it.
On this put up we’re not going to mirror on or delve into the subjects uncovered within the e book and we solely summarize its content material under to tell our followers about it:
What’s being cool? Cool is being or projecting an phantasm of originality, having a sure protection and being accessible and related sufficient for somebody to need to applicable it.
Who’s cool? Among the many group that produces originalities with the potential to be cool, there are 4 who applicable it and, by their actions, attain the mass market, the mainstream. These four brokers are the broadcasters (media and different content material amplifiers), the cool groupies who’re those who’re a part of probably the most speedy surroundings that produces originality, the coolhunters who’re professionals who search the market on the lookout for these proposals and sure organizations that combine these originalities of their DNA.
The macro developments of the market; the cool market is expressed by concepts, services that may be grouped in keeping with six main macro developments. The diploma of alignment of our manufacturers and proposals (and people of the competitors) with these 6 macro developments will decide the potential path out there: Authenticity, Expertise, Data, Leisure, Uniqueness, Nostalgia.
Hypes are the proposals that seem available on the market at a sure time and change into modern for no obvious motive. If they’re aligned with the macro developments that outline at the moment’s market, they may settle and consolidate. If they don’t seem to be, they may disappear as rapidly as they seem with out leaving any useful property.
There are three forms of developments: media, created by the media and different amplifiers as an informative argument, sectorial and shopper. The latter are the actually helpful ones to grasp the directionality and the trail of consumption and buy habits since they’re the direct expression of macro developments and the results of the market through which we develop.
The cool impact; When a proposal, unintentionally or voluntarily turns into cool, suffers an uncontrolled and disorderly enhance in demand, it comes into contact with new forms of customers and amplifiers that till then it didn’t know and is compelled to rethink the values and persona of the corporate. model and the tradition that surrounds and manages it.
Cool administration; Cool administration implies accepting the character of the phenomenon, the fixed want to analyze and never appearing as such, that’s, transparency and honesty, it isn’t cool to be cool.