That's Not Cool
Your brand has left the list of must-haves and is headed toward the list of things people wouldn't be caught dead with. How do you turn it around?
It's every entrepreneur's dream: You're in the right
place at the right time, and your product, service or brand takes
off unexpectedly. You're the coolest thing going.
Then just as suddenly, you're not. Your cool has almost run
its course, and you run the risk of becoming a cautionary tale in
some business textbook. So what will you do when you start losing
your cool? It's an important question to ask yourself if you
want to be more than just a fad.
| Online Exclusive | | Believe it or not, cool has predictable stages.
Check out this chart for an illustration of the process. |
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"The minute you're on the 'in' list, you're
preparing to be on the 'out' list," says Nina Kaminer,
president of Nike Communications Inc., a New York City
luxury-product marketing firm with clients that include Montblanc
and Jaguar. If you want more than your 15 minutes, you'll have
to find a new way to leverage what you have to offer.
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"Brands lose their cool when they lack the will to change,
and they abandon what made them cool," says Roger Baxter, who
heads the account planning group at The Richards Group, a Dallas
advertising agency. Here are the stories of three companies finding
a way to be cool all over again.
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