Ed Cotton: Nike Fuel = Mass Cool

Ed Cotton: Nike Fuel = Mass Cool
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Thanks to key marketing and branding insights from Apple over the years, we know that what's hip can also be mainstream.

Ed Cotton, BSSP
  • 20 january 2012

One thing Apple has taught us over the past decade is that there can be such a thing as “mass cool”.

Originally, cool was found in niches and pockets and sub-cultures, cool was divisive and it sorted people out; there’s were cool things and then the stuff that everyone else had, which was mass.

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