Cool! For some years now, this word like no other has re-emerged to become our common currency for describing what we find good or great, for describing what moves us. Yet most of the time we ourselves are anything else but cool. We’re living in a touchy-feely time, a time of emotional extremes as Wolf Lotter puts it in a recent issue of brand eins, and I would certainly agree with his diagnosis. Yet how does coolness shape up with emotional extremes? For many people authenticity is the magic word that makes all contradictions vanish. Yet does its magic really work?