"Management often gets caught in the marketer’s twilight zone: Chasing after the most elusive of marketing aspirations. Cool brands have the “it” factor – that certain attitude, style and appearance to which people are magnetically drawn. This leads ambitious corporate executives to constantly demand of their marketing teams, “Make my brand cool.”

In this book Brand Hijacking from 2005 Wipperfürth brings some fundamental concept into the lights. Get rid of the cool of Madison Avenue and invites FCUK to the top of the food chain cool.

Download here: Alex Wipperfürth: Chasing The Cool