If Economists taught Marketing

People are Coolness Maximisers.

That is to say they will rationally act to increase their coolness in any situation.

Coolness is a function of reflectivity.

People are generally attracted to bright and shiny things. We assume that the more reflective or 'Shiny' a person is then their coolness will increase.

Reflectivity is a function of silverness.

Therefore, all factors of Marketing 'Price, Product, Promotion and Placement' should be geared towards increasing the use of silver in each.

The broad objective of Marketers is to:

Maximise silver surfaces.
Create full reflectivity.
Increase growth of silverness.
Manage silver prices.

In the developed world, surfaces are 60% reflective, making our 'standard of Coolness' generally higher, whereas poorer countries have hardly any reflective surfaces at all.

'But why doesn't the government just produce more silver clothing/packaging?' relative to people coolness is limited. If we take shortcuts and produce too much coolness we create 'hyper-dorkification' which means that people become too cool too quickly in too greater numbers. We end up just devaluing silverness. Such that for people to be as cool as they were before all the silver clothing was produced they would have to paint themselves from head to toe in sterling silver body-paint. Even then they would need to be twice as reflective the next day.

This happened in Japan with Burberry and Louis Vitton. To a lesser extent with 'Bape' and 'Yves Saint Lauren' in the latter 'South East Asian Dorkification Crisis'.

We try to answer the key questions of marketing:

'What is cool?'
'Who is cool?'
'Who should we makeover?'

These questions are important because Coolness resources are scarce.

Behold Cooltopia!