While watching Merchants of cool all i could thing was "thats smart". The fact is that these guys are just doing what they are being paid to do. There is nothing evil about it. They arent conspiring to destroy the world, they are just trying to sell some cloths. I think anyone who gets angry at them is just mad that they are being played. I know if i had their job i would be doing the exact same thing. There is a saying, if you are stupid enough to be scammed you deserve to be scammed.

Another reason that these people arent evil is because in reality the buisness they are in isnt really that important. The fact is that they are selling cloths and music. in our consumer culture we find that important but the truth is it isnt. If they were selling drugs or something that would damage the youth that would be a little more problematic. They even say in the documentary that trends come and go. To get mad at these people because they are good at selling trends would be a waste of time and energy, there are a lot more important things to worry about.

The most successful marketing technique from the movie was when they talked about how sprite got into the peoples lifes. I was able to connect to this with Gatorade. Gatorade recently launched a new approach to marketting. On the side of Gatorade bottles they put words like "no excuses", on top of that they launched a website with a mini series about atheletes trainning hard to be the best. Gatorade went from being just a drink you picked up at the store, to be your own little modivation coach. Suddenly Gatorade has new meaning. Its fuelling you and inspiring you.