Tag: cool

June 10, 2013

Now that advertising is increasingly moving into the domain of social media, a key goal in marketing strategy has been to develop a framework for making things go viral. Campaigns such as Dos Equis’ The Most Interesting Man in the World campaign, or Old Spice’s The Man Your Man Can Smell Like campaign have significantly…

December 10, 2012

What is cool? Coolness is a preference objectified. It is usually asserted in relation to a group to which one attributes an authority in the realm of taste. The objectification of the preference is important. To objectify something is in part to grant ownership to another. In the realm of the cool, this is to open an…