By Roger Blackwell

The original skill of rock and roll to motivate fanatical aid from its buyers is indisputable; the loyalty showered upon the Rolling Stones, Elton John, Aerosmith, and others who create it, unequalled; and the teachings for company the United States, never-ending. long ago, enterprise leaders have appeared to the successes of alternative enterprises to steer their very own options for expanding marketplace proportion and taking pictures extra patron cognizance, spending, and loyalty. in spite of the fact that, in today’s hyper-competitive market, managers are searhing for how you can shake, rattle, and roll company America’s conventional advertising and branding frame of mind. In manufacturers That Rock, Roger Blackwell and Tina Stephan, co-authors of best-selling buyers Rule! and From brain To marketplace, take readers at the back of the track to discover how companies can create manufacturers that turn into followed by means of tradition and catch a long term place available on the market. manufacturers That Rock takes a different, behind-the-music examine how companies can elevate model understanding, consumer loyalty, and gains by way of enforcing a number of the related recommendations that mythical bands have used to rework buyers into fan and create deep, emotional connections with them. Aerosmith and Madonna provide perception into easy methods to evolve a model to stay correct available to buy with no alienating present enthusiasts, whereas the Rolling Stones and KISS end up that winning execution in any respect degrees of the logo event are key to taking pictures long term loyalty. Stephan and Blackwell additionally research how companies, from Victoria’s mystery and Wal-Mart to Cadillac and Kraft, have applied ‘rock and roll strategies’ to turn into followed via tradition and safe fanatics of their personal correct. full of enjoyable anecdotes and interviews from insiders, manufacturers That Rock will relate to managers who grew up with vintage rock, exhibiting them how construct iconic manufacturers, and enjoyment enthusiasts decade after decade.

Roger D. Blackwell (Columbus, OH) is President of Roger Blackwell affiliates, a consulting enterprise that works with Fortune 500 businesses within the components of patron traits, method, e-commerce, and international enterprise. A hugely sought-after speaker, he's additionally Professor of promoting on the Fisher university of industrial on the Ohio nation collage. Tina Stephan (Columbus, OH and manhattan, long island) is vp of Roger Blackwell affiliates. jointly, they've got collaborated on 8 books, together with consumers Rule! and From brain to marketplace, and various articles and study initiatives.

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Extra info for Brands That Rock: What Business Leaders Can Learn from the World of Rock and Roll

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It’s Only Rock and Roll But I Like It If you think rock and roll burst onto the scene with the introduction of Bill Haley and the Comets, you are a few decades late and a few shades too white. Rock and roll evolved from what was known during the 1940s and 1950s as rhythm and blues (R&B). It had roots up and down the Mississippi River, starting from New Orleans and Memphis, traveling north to Chicago, and fanning out in both directions to clubs in cities such as Kansas City and Detroit. R&B was ingrained in the African-American culture, with songs reflecting the lifestyles and blues culture of that community.

Qxd 8/20/03 10:16 AM Page 42 42 | B r a n d s T h at Ro c k ever since. “Kristal provided the incubator for bands much like Silicon Valley did for the technology boom a few decades later,” says Frantz. The Talking Heads’ music was different—it appealed to a specific type of audience that at the time was at the fringe of society rather than in the middle of it. Seen as smarties who had been to college, they were oddballs in the world of rock and roll, and knew they could attract a niche of cerebral, intellectual fans.

Since marketers hold tight rein on who will actually break into the music industry, they often market artists who fit the mold rather than break it. As a result, seemingly less than stellar artists achieve success, albeit contrived and most likely short-lived. In an effort to find the next hit and to sell the most records this year, music marketers sacrifice the longterm investment in music brands that generate long-term revenue and profits, as has been the case for Elton John, U2, Dave Matthews, and Billy Joel.

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