Fast Company has an interesting article on how large slow-moving companies are hiring small agencies and creative shops instead of the big holding company agencies to help them find the elusive factor of cool.
Some of the high points:
• The author sees this corporate outsourcing of cool as something sinister comparing it to farming out your soul. Perhaps a little alarmist.
• Technology made them to it.
• the only options left to uncool companies are to "Farm out what most makes you distinctive to a bunch of kids in Brooklyn--or do the hard work of figuring it out yourself."