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