selling cool

This article was all about advertising companies and campaigns and how their main task is to find out what is cool. That doesn't mean changing the product that is trying to be sold but how to make the product appeal to the proper audience by making it "cool" and therefore something a consumer would chose to buy. Shoe companies are big on finding things that are "cool" because shoe products are all so similar it makes sense that the companies need to get an edge on competition. When converse started realizing that exspensive shoes with several cushioned features and what not were not so popular anymore they brought back their classic Converse One Star from the 70s and it became popular again. When talking about Baysie and DeeDee two people involved in the advertising world, they are referred to as the Lewis and Clark of cool. This comparison is based on the fact that these people are responsible for going out into the real world and figuring out what will sell, what people will buy and let their companies know, similiar to how Lewis and Clark needed to go out into the New World and discover new things and report back on them.