Brands that rock: what the music industry can teach marketers about customer loyalty

258 Pages·2003·1.088 MB·English

by  Blackwell, Roger D.;Stephan, Tina

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What Business Leaders Can Learn
from the World of Rock and Roll
BRANDS
THAT
ROCK
ROGER BLACKWELL
TINA STEPHAN
John Wiley & Sons,Inc.
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MORE PRAISE FOR BRANDS THAT ROCK
From the first time I saw the phrase “band loyalty”I knew this wasn’t
a typical,dry marketing tome.Leave it to Roger and Tina to find pure
marketing wisdom in a perfectly logical,yet entirely overlooked (and
unappreciated) place–rock music! But it works.Open your mind and
open Brands That Rock to kick-start your marketing creative juices.
Phil Urban,CEO
Grange Insurance
Brands That Rockstrikes a pleasing chord,whether you’re a Fortune
500 CEO, a first-year MBA student, or simply a musician at heart.
The authors remind us that our love affair with music can translate
into lucrative rewards if strategically linked to a progressive market-
ing approach.
Lloyd Trotter,President and CEO
General Electric Industrial Company
Blackwell scores! A fascinating read that connects you emotionally
to the hidden brand strategies in rock’s legendary bands. A fresh
approach to creating profitable and successful brands in a dynamic
marketplace,Brands That Rock provides a rockin’road map to suc-
cessful brand creation and dominance.
J.E.Issler,President and COO
H.H.Brown Shoe Company,Inc.,
a subsidiary ofBerkshire Hathaway,Inc.
Not only do Roger and Tina analyze branding and marketing strate-
gies from the world ofrock and roll,they show you how some ofthe
world's great companies have implemented similar strategies to cap-
ture market share and customer loyalty.
Walden O'Dell,CEO
Diebold
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Once our parents worried about the influence rock musicians would
have on us.In Brands That Rock, Roger Blackwell and Tina Stephan
convince us that it’s a musttolearn from the rock jocks.The lessons
ofrock-and-roll branding apply to companies universally.
Don Peppers and Martha Rogers,Founders
Peppers and Rogers Group
Coauthors,One-to-Onebook series
Roger Blackwell ‘rocks’audiences when he speaks to groups around
the world.Now the passion and energy audiences have seen in per-
son are translated to the pages ofBrands That Rock—in which he and
Tina show how that same passion helps energize great brands.
Jose Silibi Neto,
Partner and Cofounder
HSM Group
A guitar has been part of our brand for many years and Brands That
Rock shows why and how music makes such a strong emotional con-
nection with customers.We were so impressed with this book that
we intend to make it mandatory reading for our marketing and
advertising staff.
Rhett C.Ricart,President and CEO
Ricart Automotive,Inc.
By examining how bands that evolve become brands that endure,
Stephan and Blackwell show enterprises of any kind how to create
more fans and capture more revenue.
R.Brad Martin,Chairman and CEO
Saks Incorporated
Roger and Tina always bring fresh thinking to marketing topics.This
time,lessons from the world of rock and roll.It’s unique,insightful
...and fun reading.
Tom Moser,Vice Chairman,Consumer & Industrial Businesses
KPMG LLP
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A fun read filled with new ideas and out-of-the-box analogies,
Brands That Rock makes an emotional connection with the reader
and gives strategic guidance to anyone interested in creating brands
that last.
Howard D.Putnam,speaker and author
Former CEO,Southwest Airlines
Roger has tread where the consumers are fickle,loyalty lasts through
one turn of the platter, and few brands survive. Brands That Rock
explores new territory in how brands evolve and stay current with
their consumer base.In today’s fragmented marketing world,this is
a great new source ofideas.
Jim Oates,former President
Leo Burnett Company
Ina time when brands are looking for new ways to connect with cus-
tomers, great companies are stepping outside the business arena to
examine how other industries create fans.In Brands That Rock,Tina
and Roger help you take a fun,bold leap.
David Chu,Vice Chairman and ChiefCreative Officer
Nautica Enterprises
Roger and Tina have shown us all how the sweetest music ever sung
can sweeten companies’bottom lines and entertain others.
Jack Kahl,Founder and former CEO
Manco,Inc.
I’ve been fortunate to have helped develop strong brands like Barbie,
Hot Wheels,Sega,Sonic the Hedgehog,and Leapfrog,to name a few.
Music was strongly identified with the Barbie and Sega brands and
very important to building their popularity. The Sega Scream even
became part of rock concert culture.Yet the strong analogy between
what it takes to be an enduring rock-an-roll band and building a
strong brand had never occurred to me. Roger Blackwell and Tina
Stephan make it crystal clear....Who would have guessed that Sam
Walton,Wal-Mart,Gene Simmons,and KISS have a lot in common?
Tom Kalinske,Chairman
LeapFrog
Former CEO,Sega and Mattel Inc.
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Whether your brands are consumer packaged goods or business-to-
business,Brands That Rock provides a fresh,stimulating perspective on
how to connect with your consumers and customers.Rock ‘n’read on!
John Hayek.Senior Vice President ofMarketing–
Office Products Group
MeadWestvaco Consumer & Office Products
I really enjoyed Brands That Rock and read some chapters twice.Your
use of the bands as a source of information to communicate about
brands is very useful.
Michael O’Neal,President and CEO
Gemini Industries Inc.
I always thought of branding as being on stage, as being entertain-
ment.Brands That Rock proves that brands can sing,play guitar,wear
huge amounts of makeup,and trash hotel rooms.Just like any good
brand should.
Nick Graham,Founder and ChiefUnderpants Officer,
Joe Boxer
Brands That Rock is a fascinating and insightful journey of how to
make customers of ordinary brands into raving fans by learning
from what music legends such as the Rolling Stones, Elvis Presley,
and Aerosmith do to arouse strong emotional bonds in their audi-
ences on a global basis.I particularly enjoyed reading the brand mak-
ing ofElton John!
Ifyou are into branding,this book is a must read!
Jagdish N.Sheth,Charles H.Kellstadt
Professor ofMarketing
Goizueta Business School
Emory University
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BRANDS THAT ROCK
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What Business Leaders Can Learn
from the World of Rock and Roll
BRANDS
THAT
ROCK
ROGER BLACKWELL
TINA STEPHAN
John Wiley & Sons,Inc.
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This book is printed on acid-free paper.(cid:1)∞
Copyright © 2004 by Roger Blackwell and Tina Stephan.All rights reserved.
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Library ofCongress Catloging-in-Publication Datat
Blackwell,Roger D.
Brands that rock :what the music industry can teach marketers about customer loyalty / Roger
Blackwell and Tina Stephan.
p.cm.
Includesindex.
ISBN 0-471-45517-2 (cloth)
1. Music trade. 2. Musicans—Marketing. 3. Popular music—Economic aspects.
I. Stephan,Tina. II. Title.
ML3790.B6 2003
658.8'23—dc22 2003017894
Printed in the United States ofAmerica
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