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Creating Ever-Cool: A Marketer's Guide to a Kid's Heart
Hardcover
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ISBN13: 9781565542563
Publisher: Pelican Publishing Company
Published: Sep 30 1997
Pages: 256
Weight: 1.07
Height: 1.01 Width: 5.78 Depth: 8.68
Language: English
WINNER OF THE 1997 ATTICUS AWARD, STRATEGY CATEGORY
Fantastic! Creating Ever-Cool is a 'must-read' for all manufacturers and advertising agencies that are marketing to children. Bennett Wolk, Director Worldwide Consumer Research Mattel Toys
By its very nature, cool is a nebulous distinction. What is cool one year, or even one month, may not be the next. Yet some products are able to remain consistently cool year-in and year-out. In their quest for a share of the $171 billion of purchases that kids influence every year, marketers strive to develop such cool products. These the author terms Ever-Cools.
The Barbie doll represents a perfect example of an Ever-Cool product. Barbie rides the trends and fads, assuming various guises to reflect current coolness. Mothers who had Malibu Barbie dolls now buy Baywatch Barbies for their daughters. This is an exploration of achieving the elusive Ever-Cool status.
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