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What Business Leaders Can Learn from the World of Rock and Roll
John Wiley & Sons
October 2003
On Sale: October 9, 2003
256 pages
ISBN: 0471455172
EAN: 9780471455172
Hardcover
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Non-Fiction
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.
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