Brands That Rock: What Business Leaders Can Learn from the World of Rock and Roll: Amazon.co.uk: Roger Blackwell, Tina Stephan: Books

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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.

From the Inside Flap

"Reading Brands That Rock is like attending business school, where classes on customer loyalty, consumer behavior, and branding are taught by Mick Jagger, Elton John, Steven Tyler, and Madonna."
–Tommy Hilfiger, Designer

Cadillac and The Rolling Stones. Victoria’s Secret and Madonna. Wal–Mart and KISS. What could these corporate brands and legendary rock bands have in common? Fans–devoted customers who not only display long–term buying loyalty and an insatiable appetite for spending, but evangelize to others the reasons for their adoration.

Today’s competitive times demand that retailers and manufacturers alike identify new ways to attract and retain customers. But few venture far from what their competitors have attempted. Brands That Rock takes you on a bold leap into the world of rock and roll and reveals how great companies can turn customers into fans with the same marketing strategies used by some of the biggest rock stars in history.

Like the one–hit wonders of the music world, most brands come and go, failing to survive pricing and advertising onslaughts from competitors. Why? Most successful rock stars will tell you that achieving cultural icon status depends on creating emotional connections with fans–be it a music group, a retailer, or a brand of coffee.

Brands That Rock highlights strategies for developing deep connections between brands and people that are used by many of today’s biggest and longest–lived rock groups, including:

Building brand loyalty one fan group at a time
Staying fresh in the marketplace while staying true to your core strength
Evolving at a rate that doesn’t alienate current customers
Focusing on the entire brand experience
Exuding energy and passion to command respect and grab attention

Even the most popular customer service programs can’t transform customers into fans–it’s the personality of a brand that resonates in the marketplace. If you want to increase market share, enhance brand longevity, or get your brand on stage and keep it rocking for years to come, this book shows you how.

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Amazon.com: 4 reviews

3 of 3 people found the following review helpful

Engaging, entertaining, approach to marketing strategy 19 May 2004

By Dave - Published on Amazon.com

Format:Hardcover

Another reviewer had several harsh things to say about this book, which probably stems from the book's front cover positioning this as a text for "business leaders". While business leaders might indeed gain some useful insights from the authors, this book isn't explicitly for them. It's for every marketer with an FM radio.

The authors make liberal use of pop culture references throughout the book, providing touchpoints that readers will instantly relate to. For example, I've read a number of books that analyze the strategies that built Wal Mart into the giant it is today, but none have been as interesting as this book's treatment of the topic. Here's a bit from Chapter 4 of the book:

"Like KISS, which had decided that starting out as a whale in a pond was better than starting out as a minnow in an ocean, Wal-Mart chose to build its brand and fan base in rural America, segment by segment, foregoing mass markets where it had relatively few differential advantages. By staying away from cities and suburbs, Wal-Mart avoided head-to-head competition with giants Sears and Montgomery Ward.... winning fans town by town for several decades, gradually amassing scale."

The authors have packed the book with this sort of imagery, making the marketing concepts covered a snap to grasp. To put it simply, this book rocks!

Don't bother reading if you are under 30 21 Oct 2008

By Evan - Published on Amazon.com

Format:Hardcover|Amazon Verified Purchase

This book is for old folks who don't really know what's going on and will believe almost anything in a desperate last grasp for marketing relevance. If you are a young, vibrant marketer, leave this book on the shelf - you will be better off harnessing your own originality.

1 of 3 people found the following review helpful

Refreshing idea and enjoyable read! 26 Aug 2004

By burton104 - Published on Amazon.com

A colleague of mine recommended this book to me and I found it to be an enjoyable and exciting read. The authors should be applauded for using new material (i.e. Rock Bands) to explain fundamental marketing and branding strategies. The book flows extremely well and I found myself finishing the entire book in two sittings. This book will appeal to a variety of audiences from the rock n roll loving CEO to college marketing majors.

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Brands That Rock: What Business Leaders Can Learn from the World of Rock and Roll [Hardcover]

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