Word: noncool
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Dates: during 2003-2003
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...interchangeable product--a sneaker, a pair of jeans, an action movie--fantastically valuable. And cool can be used to predict the future. The theory goes as follows: when cool people--a group known to marketers as alpha consumers--start talking or eating or dressing or shopping a certain way, noncool people (a group that most marketers belong to, by the way) will follow them. Watch the cool kids, the alpha consumers, today, and you can see what everybody else will be doing a year from...
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