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The article by Peter Belmonte titled Brand cool states that "cool is something we learn as children in grade school". The "inspirational age is 17 years old and is considered to be the perfect cool" and people of all ages want to achieve it. According to this article cool is a timeless emotional need that someone may claim they discount, yet time and time again prove that they strive and survive for it. Cool is considered to be indefinable and teens that were included in generation x were extremely resistant to marketers. Marketers had to find new methods to approach this group of potential consumers. They accomplished this through advertising campaigns that were diverse and multicultural and they found ways to relate to their anti cool attitudes. Today's youth are diverse and they are mingled in multiculture and ethnicity. Peter Belmonte claims that " rejecting fashion is now considered an attempt at preempt fashion, the newest trend will be referencing the unsavory parts of the world and asserting independence and individuality". Belmontes view through the article seemed to be that "cool" almost revolves in various cycles and is always changing, to be "cool" you must be "anti anti cool".

Peter Belmonte "Brand Cool"
What Matters in America; Gary Goshgarian
2007 Pearson Education

This article made complete sense to me, Belmonte says that " some people chase cool throughout their lives and for some people its a way of life". This is very true, teenagers usually pretend not to care if their cool in order to become cool . Brand cool was very effective in showing how today's youth is diverse and intermingled with various peer groups. Belmonte made it very clear how marketers were using this in advertising and promotional efforts to gain these consumer bases. All of the information on how the advertisers related to Generation x was very convincing, and the descriptions about how they did so through various icons helped you connect with this article. There was not enough documented factual information to prove and backup his points that he was trying to get across. Peter Belmonte seemed to be expressing this from his personal opinions and views, rather than the experience or first hand observations of others. However, the article was very well written and effective in getting his purpose and points across. After reading this article it helped me to remember when I was going through my "anti cool" phase and how in actuality that all I really wanted was to be the "cool kid". This article was easy to relate with and it makes you believe the information being delivered throughout it.