Brands That Rock: What Business Leaders Can Learn from the World of Rock and RollISBN: 978-0-471-45517-2
Hardcover
256 pages
October 2003
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The unique ability of rock and roll to inspire fanatical support
from its customers is undeniable; the loyalty showered upon the
Rolling Stones, Elton John, Aerosmith, and others who create it,
unmatched; and the lessons for corporate America, endless. In the
past, business leaders have looked to the successes of other firms
to guide their own strategies for increasing market share and
capturing more consumer attention, spending, and loyalty. However,
in today’s hyper-competitive marketplace, managers are
looking for ways to shake, rattle, and roll corporate
America’s traditional marketing and branding mindset. In
Brands That Rock, Roger Blackwell and Tina Stephan,
co-authors of best-selling Customers Rule! and From Mind
To Market, take readers behind the music to uncover how
businesses can create brands that become adopted by culture and
capture a long-term position in the marketplace. Brands That
Rock takes a unique, behind-the-music look at how businesses
can increase brand awareness, customer loyalty, and profits by
implementing some of the same strategies that legendary bands have
used to transform customers into fan and create deep,
emotional connections with them. Aerosmith and Madonna offer
insight into how to evolve a brand to remain relevant in the
marketplace without alienating current fans, while the Rolling
Stones and KISS prove that successful execution at all levels of
the brand experience are key to capturing long-term loyalty.
Stephan and Blackwell also examine how businesses, from
Victoria’s Secret and Wal-Mart to Cadillac and Kraft, have
implemented ‘rock and roll strategies’ to become
adopted by culture and secure fans in their own right. Filled
with fun anecdotes and interviews from industry insiders, Brands
That Rock will relate to managers who grew up with classic
rock, showing them how build iconic brands, and delight fans decade
after decade.
Roger D. Blackwell (Columbus, OH) is President of Roger Blackwell Associates, a consulting firm that works with Fortune 500 companies in the areas of consumer trends, strategy, e-commerce, and global business. A highly sought-after speaker, he is also Professor of Marketing at the Fisher College of Business at The Ohio State University. Tina Stephan (Columbus, OH and New York, NY) is Vice President of Roger Blackwell Associates. Together, they have collaborated on eight books, including Customers Rule! and From Mind to Market, and numerous articles and research projects.