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The Gift of Being Cool: Give it Away Every Day
By: Emory Brown
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Sometimes the best thing we can do in the world is just be cool. Kind. Considerate. Down to earth. Humble. It’s an amazing experience. It creates bonds. It creates friends. And for brands and the people who develop their marketing communications programs, it can create lifelong customers and fans even in the least expected places. Like subway trains…

When you watch the news and see major organizations doing naughty things, it makes one think. What is the state of American business? I know Santa’s naughty list is “off the chain” some years. I would hate to be an elf passing out coal at Christmas at certain companies. Can you imagine the size of the stocking? Elves eveywhere would probably go on strike or call for backup from their arrow-toting cousins in Middle Earth. Yet there are still those times when we see American leaders and business leaders being cool in ways that will always be dear to our hearts.
 
I call it the gift of being cool…It’s the ultimate present all year long. During this holiday season I’ve seen people do some really cool things that will resonate with others for years to come. The 12.12.12 benefit concert to help people who suffered from the aftereffects of Hurricane Sandy raised $50 million for the Robin Hood Foundation, which will distribute the funds to 140 groups that are helping provide aid to people whose homes and businesses were destroyed when Hurricane Sandy hit. They will also be providing hot meals to people in devastated areas, legal and psychological counseling to storm victims, and cash grants to college students unable to pay their bills and refurnish their homes.

It’s cool to be cool. Helping people is cool and just being everyday people is cool. The coolest gift I’ve seen given away this year was when Jay-Z got on the train and talked to an old woman. No “I’m Jay-Z the man”… Just Jay. In this brief conversation during a train ride he demonstrated the power of being a mega-brand that’s cool. He and the old woman just enjoyed a chat. She gave him some encouragement, told him he was going to make it big one day, and wished him good luck. Unbeknownst to her, she was sitting next to the kid who created this generation’s New York anthem: “Empire State of Mind.” When he revealed himself to her as Jay-Z the mega entertainer, she simply said, “I’ve heard of you,” in the sweetest grandmother-type voice.


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About the Author
Emory Brown is an award-winning creative director/writer whose mission is to spread the gospel of what great marketers can do when they put their heads together and work together for the greater good and not the bottom line. Working with many esteemed clients, his portfolio of work ranges in genre from conservative to ultra-modern including American Family Insurance, United Airlines, Mazda 6 and RX-8, Illinois Lottery, Tyson, Miller Genuine Draft, Nike Air Force 1, and Mercedes Benz, to name a few.  
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