The Rule of CoolI haven't encountered
The Rule of Cool before but it makes a lot of sense. It was discussed on businessweek on 11/10/2006.
This rule applies to websites too. These days, its what differentiates hugely successful ecommerce businesses from flops. YouTube is cool, Google Video was not. MySpace was cool because the naturally cool artsy crowd was its early adoptors, and Friendster proved uncool because its direction and membership proved suspicions that its nothing but a free www.lavalife.com.
Coolness increases the desire to buy. Coolness increases the impetus to check something out.
In ecommerce parlance, the coolness factor increases conversion rates and it also boosts click trough rates. Hence, it is a huge factor in pumping up the bottom line.
Coolness can make or break an ecommerce business.
This talk about
Rule of Cool reminded me of a narrowly-focused retailer who only sold products with popular brands. This was its way of building its own cool factor. Coolness by association, so to speak. Its strategy was based on a belief that coolness can be "bestowed", much like when one buys an iPod because she wants to be in the in crowd. And for this one business, it worked; that is, until they were spurned by the brands -
the bestowers of coolness - when they were found out to be doing too many discounting. Big mistake. Now that I think about it, I guess the decision makers were never cool - and they dragges the company woth them. Otherwise they would have known that cool brands, like cool people, do not want to do things that are contrary to their cool nature. And so, even if the company was cool for a time, its innate uncoolness came out in the end. This specific business is now dead.
That's it!
Here's a few excerpts from the Business Week article:
"Remember the three rules of cool, as documented by Malcolm Gladwell in
The New Yorker almost a decade ago. First: The act of discovering cool causes cool to move on. If you accept that the iPod is still cool, as many still do, then the Zune can't help but seem an
arriviste, an interloper, poseur product encroaching on well-defined "cool" territory. When the uncool discover a cool place, the cool take their business elsewhere. Microsoft's a little light on the cool bona fides, despite the Xbox 360.
The Zune will seem a not-pod, proving the second rule of cool: It cannot be manufactured, only observed, and then by those who are themselves cool. An iPod is a requisite accoutrement of cool. This is the result of a carefully constructed marketing effort on Apple's part. Any attempt that Microsoft makes to market the Zune will fall short of the high bar set by Apple, which has an almost natural sense for turning its ads into entertainment. Describe for me three Apple TV ads you remember from the last two years. Now, try to describe for me three Microsoft ads. Bet you can't. That's the Apple marketing machine at work.
Finally, there's the third rule of cool: You have to be cool to know cool. And since when is Microsoft cool? The iPod was cool from birth. The Zune will be seen for what it is: a me-too product that is expressing Microsoft's envy at not being cool. It will carve out its own niche of the market, but by this time next year, it will be considered a dismal failure."
Labels: businessweek, competitve strategy, ecommerce, online retail, retail, rule of cool