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: 157mm x 231mm x 23mm | 476g
- 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 Collegeof Business at The Ohio State University, as well as President ofBlackwell Associates, a consulting firm that advises Fortune 500companies on consumer trends, strategy, e-commerce, and globalbusiness. He has authored over twenty books, including ConsumerBehavior, Ninth Edition, From the Edge of the World, From Mind toMarket, and Customers Rule!. For more information, please visitwww.rogerblackwell.com.TINA STEPHAN is President of BTR Consulting, a firm specializing inbranding and marketing services, and an associate with RogerBlackwell Associates. She has collaborated on seven other books, including From Mind to Market and Customers Rule!. Please visitwww.brandsthatrock.com for more information.
Back cover copy
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, whereclasses on customer loyalty, consumer behavior, and branding aretaught by Mick Jagger, Elton John, Steven Tyler, andMadonna."-Tommy Hilfiger, Designer Cadillac and The Rolling Stones. Victoria's Secret andMadonna. Wal-Mart and KISS. What could these corporate brands andlegendary rock bands have in common? Fans-devoted customerswho not only display long-term buying loyalty and an insatiableappetite for spending, but evangelize to others the reasons fortheir adoration.Today's competitive times demand that retailers andmanufacturers alike identify new ways to attract and retaincustomers. But few venture far from what their competitors haveattempted. Brands That Rock takes you on a bold leap into the worldof rock and roll and reveals how great companies can turn customersinto fans with the same marketing strategies used by some of thebiggest rock stars in history.Like the one-hit wonders of the music world, most brands comeand go, failing to survive pricing and advertising onslaughts fromcompetitors. Why? Most successful rock stars will tell you thatachieving cultural icon status depends on creating emotionalconnections with fans-be it a music group, a retailer, or abrand of coffee.Brands That Rock highlights strategies for developing deepconnections between brands and people that are used by many oftoday's biggest and longest-lived rock groups, including: Building brand loyalty one fan group at a timeStaying fresh in the marketplace while staying true to yourcore strengthEvolving at a rate that doesn't alienate currentcustomersFocusing on the entire brand experienceExuding energy and passion to command respect and grabattentionEven the most popular customer service programs can'ttransform customers into fans-it's the personality of abrand that resonates in the marketplace. If you want to increasemarket share, enhance brand longevity, or get your brand on stageand keep it rocking for years to come, this book shows you how.