Being perceived as “cool”—be it a person, brand or behavior—is no easy task. But so many companies and organizations strive to be “cool” in order to stay salient to their constituents.

However, because each generation develops its own definitions and labels of “coolness,” the concept is continually evolving.

Caleb Warren, associate professor of marketing in the Eller College of Management, has spent years examining what role emotions, behaviors and social norms play in making people seem more or less cool.

This webinar will detail how people, products and brands become cool and will discuss how and when firms benefit from being cool and from developing cool brands.

Participants will leave this webinar better equipped to lead and advise their firms—and themselves—on what it takes to be cool.