Simon Massey - London, England, United Kingdom | Professional Profile | LinkedIn (original) (raw)
Activity
Publications
The Observer September 30, 2012
What is cool and why do we pursue it?
According to the infallible and trustworthy source that is Wikipedia, cool is: “an admired aesthetic of attitude, behavior, comportment, appearance and style, influenced by and a product of the Zeitgeist”. The Urban Dictionary tells us, “it never goes out of style”.
I propose, that in fact it is impossible to define. Like beauty, it is in the eye of the beholder and therefore somewhat personal, or at least tribal.
Cool is attributed…
What is cool and why do we pursue it?
According to the infallible and trustworthy source that is Wikipedia, cool is: “an admired aesthetic of attitude, behavior, comportment, appearance and style, influenced by and a product of the Zeitgeist”. The Urban Dictionary tells us, “it never goes out of style”.
I propose, that in fact it is impossible to define. Like beauty, it is in the eye of the beholder and therefore somewhat personal, or at least tribal.
Cool is attributed, not claimed. The receiver defines what is cool, not the transmitter.
So, in that case, how does a brand pursue cool?
See publication
Honors & Awards
D&AD Slice
D&AD
Jun 2013
The Gild was proudly awarded a D&AD Slice Award for the pro-bono work we did on the branding of the London based homeless charity and private members' club The House of St Barnabas'.
http://www.the-gild.com/our-work/the-house-of-st-barnabas
Recommendations received
More activity by Simon
This is why we set up Neverland, to support and see super talent fly. You deserve every bit of this Josh Harris
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