"Cool hunting"

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coolex4.jpgWhat makes this market so is that teens don't the same way as the rest of us. They're a stubborn , unresponsive to brands and marketing messages. But there is one thing they do to: cool. Only cool keeps . So how do you it, pin it down? The search for this prize has its own name: "cool hunting."
"Cool hunting" is structured around a search for a certain kind of and a certain kind of player in a given social . For years and years on Madison Avenue, if you knew where the money was and where the was and where the big were, then you knew what was going to next. And cool hunting was a kind of revolution that sets that earlier aside and says, in fact, it has to do with the held by those who have the and admiration and of their friends.
Many companies don't themselves to do this kind of , so they experts who can find these cool kids and speak their language. Those experts look for kids who are of the because they're going to what all the other kids do. We look for the 20 percent, the , that are going to the other 80 percent.