Overview
The unique ability of rock and roll to inspire fanatical supportfrom its customers is undeniable; the loyalty showered upon theRolling Stones, Elton John, Aerosmith, and others who create it,unmatched; and the lessons for corporate America, endless. In thepast, business leaders have looked to the successes of other firmsto guide their own strategies for increasing market share andcapturing more consumer attention, spending, and loyalty. However,in today’s hyper-competitive marketplace, managers arelooking for ways to shake, rattle, and roll corporateAmerica’s traditional marketing and branding mindset. InBrands That Rock, Roger Blackwell and Tina Stephan,co-authors of best-selling Customers Rule! and From MindTo Market, take readers behind the music to uncover howbusinesses can create brands that become adopted by culture andcapture a long-term position in the marketplace. Brands ThatRock takes a unique, behind-the-music look at how businessescan increase brand awareness, customer loyalty, and profits byimplementing some of the same strategies that legendary bands haveused to transform customers into fan and create deep,emotional connections with them. Aerosmith and Madonna offerinsight into how to evolve a brand to remain relevant in themarketplace without alienating current fans, while the RollingStones and KISS prove that successful execution at all levels ofthe brand experience are key to capturing long-term loyalty.Stephan and Blackwell also examine how businesses, fromVictoria’s Secret and Wal-Mart to Cadillac and Kraft, haveimplemented ‘rock and roll strategies’ to becomeadopted by culture and secure fans in their own right. Filledwith fun anecdotes and interviews from industry insiders, BrandsThat Rock will relate to managers who grew up with classicrock, showing them how build iconic brands, and delight fans decadeafter decade.
Roger D. Blackwell (Columbus, OH) is President of RogerBlackwell Associates, a consulting firm that works with Fortune 500companies in the areas of consumer trends, strategy, e-commerce,and global business. A highly sought-after speaker, he is alsoProfessor of Marketing at the Fisher College of Business at TheOhio State University. Tina Stephan (Columbus, OH and New York, NY)is Vice President of Roger Blackwell Associates. Together, theyhave collaborated on eight books, including Customers Rule!and From Mind to Market, and numerous articles and researchprojects.
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