What is cool? How does one define it. If brand marketing is geared towards the youth population, how hard could it be? Sure, if you have an entire design firm filled with employees over the age of 40, relating to middle and high school ages could be a definate challenge. However, for most middle and high school kids, their knowledge if what is cool is slim to non-existent. They just do what the majority of other kids are doing. Rarely, at that age do you have the one individual that completely designates his or her own style. More noticeably, middle and high school, in terms of fashion and "coolness" is a game of copycat. Who can get the newest, most expensive product first. And most times, that person who "gets it first" is copying someone else...a celebrity maybe?
Now I do realize kids are getting smarter everyday, and that if coolness is forced upon them it might be rejected. So, a level of competence and understanding is needed. Also, a how much is too much attitued needs to be applied. The kids need to believe that they are making these choices, not following a marketing strategy.
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