Brands That Rock: What Business Leaders Can Learn from the World of Rock and RollHardback
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- Publisher: John Wiley & Sons Inc
- Format: Hardback | 256 pages
- Dimensions: 160mm x 230mm x 20mm | 480g
- Publication date: 9 October 2003
- Publication City/Country: New York
- ISBN 10: 0471455172
- ISBN 13: 9780471455172
- Illustrations note: black & white illustrations
Roger Blackwell and Kristina Stephan, co-authors of "Customers Rule!" and "From Mind to Market", present a look at how marketers can increase brand awareness, customer loyalty, and profits by employing the strategies of the world's most successful bands, such as the Rolling Stones and Elton John. They show that the philosophy behind their success is rooted in the fact that the entertainment industry seeks to create fans, not customers - diehards whose loyalty remains even as the image of the product changes.
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ROGER BLACKWELL is a Professor of Marketing at the Fisher College of Business at The Ohio State University, as well as President of Blackwell Associates, a consulting firm that advises Fortune 500 companies on consumer trends, strategy, e-commerce, and global business. He has authored over twenty books, including Consumer Behavior, Ninth Edition, From the Edge of the World, From Mind to Market, and Customers Rule!. For more information, please visit www.rogerblackwell.com. TINA STEPHAN is President of BTR Consulting, a firm specializing in branding and marketing services, and an associate with Roger Blackwell Associates. She has collaborated on seven other books, including From Mind to Market and Customers Rule!. Please visit www.brandsthatrock.com for more information.
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Praise for BRANDS THAT ROCK "Brands That Rock: A sexy fusion of rock 'n roll, hip hop, and fashion. This is what I call 'fashion-tainment.'" -Sean "P. Diddy" Combs, Chairman of Sean John "Roger has captured the essence of marketing by highlighting the know-how of some of the most exciting music industry entertainers. This is both a must-read for any marketing professional and one of the most interesting books on the art of marketing to consumers. Bravo!" -Henry Juszkiewicz, Chairman & CEO, Gibson Guitar Corporation "Out of the scores of recent books on brand building, this is the most unique and inspired one that I have read. By showing the ways that successful rock 'n roll bands build and preserve their fans, Blackwell and Stephan draw masterful lessons for even the most staid of packaged goods brands." -Philip Kotler, author of Marketing Management and Marketing Insights from A to Z "Brands That Rock takes you through the loyalty-building process and carefully explains brand importance. Thinking back, even Wal-Mart used a basic musical lyric to get the customer's attention. Our first TV jingle (in the 1970s) sang out 'Come to Wal-Mart, for savings you can see, everywhere you look.'" -Jack Shewmaker, Wal-Mart Director "Getting new ideas across to people is what Tina Stephan is talking about in this book. The connections that she makes are great." -Calvin Klein "Once again, Blackwell hits the nail on the head. Brands That Rock is another thoughtprovoking read from one of our nation's leading marketing minds. The connections between brand marketing and the music industry are cleverly explored in this must-read for today's generation of brand managers." -Christopher M. Connor, Chairman and CEO, The Sherwin-Williams Company "This book couldn't be more timely. The best brands know and behave as if they are a part of popular culture. As current as the next hot single or stadium concert, Roger and Tina have it exactly right. Plus, they rock!" -Ed Razek, President and Chief Marketing Officer, Limited Brand and Creative Services "The secrets to brand leadership rest in the emotional connections to one's core base. Brands That Rock brings this tough-to-really-learn lesson to life for today's marketers who have been rocking to this very backbeat all their lives in a fresh and exhilarating way." -Todd Cunningham, Senior Vice President, MTV Brand Strategy and Planning
"Reading Brands That Rock is like attending business school, where classes on customer loyalty, consumer behavior, and branding are taught by Mick Jagger, Elton John, Steven Tyler, and Madonna." -Tommy Hilfiger, Designer Cadillac and The Rolling Stones. Victoria's Secret and Madonna. Wal-Mart and KISS. What could these corporate brands and legendary rock bands have in common? Fans-devoted customers who not only display long-term buying loyalty and an insatiable appetite for spending, but evangelize to others the reasons for their adoration. Today's competitive times demand that retailers and manufacturers alike identify new ways to attract and retain customers. But few venture far from what their competitors have attempted. Brands That Rock takes you on a bold leap into the world of rock and roll and reveals how great companies can turn customers into fans with the same marketing strategies used by some of the biggest rock stars in history. Like the one-hit wonders of the music world, most brands come and go, failing to survive pricing and advertising onslaughts from competitors. Why? Most successful rock stars will tell you that achieving cultural icon status depends on creating emotional connections with fans-be it a music group, a retailer, or a brand of coffee. Brands That Rock highlights strategies for developing deep connections between brands and people that are used by many of today's biggest and longest-lived rock groups, including: Building brand loyalty one fan group at a time Staying fresh in the marketplace while staying true to your core strength Evolving at a rate that doesn't alienate current customers Focusing on the entire brand experience Exuding energy and passion to command respect and grab attention Even the most popular customer service programs can't transform customers into fans-it's the personality of a brand that resonates in the marketplace. If you want to increase market share, enhance brand longevity, or get your brand on stage and keep it rocking for years to come, this book shows you how.