Brands That Rock
Roger D. Blackwell, Ph.D.
In today’s competitive arena, the battle to attract and maintain customers continues to intensify. Firms of all sizes –both consumer-oriented and industrial--are constantly revamping their products and service offerings, honing their customer service skills, and revising their loyalty programs—all in a quest to capture more attention and dollars from customers, an increasingly elusive group. Some firms have customers, but only the most successful have fans.
In their new book Brands That Rock: What Business Leaders Can Learn From Rock 'n Roll (Wiley, October 2003), Roger Blackwell and Kristina Stephan examine the world of rock ‘n roll for innovative alternatives to “business-as-usual” branding and marketing campaigns. It’s a unique look at how businesses can increase brand awareness, customer loyalty, and profits by transforming their customers into fans with lessons for any organization’s marketing, branding, and customer-related strategies.
Think of what happens when The Rolling Stones or Madonna enter the stage in front of a 50,000-person crowd. People scream as Mick Jagger walks toward their side of the arena; they cheer at the opening riffs of their favorite tunes; they belt out the words to most of the songs; and they dance, jump, and rock for hours. These are not just ‘crazy’ teenagers; they are responsible adults with families, good jobs, and college or graduate degrees. Often they are “baby boomers”—the most important markets for many organizations.
The power of rock and roll is undeniable; the loyalty showered upon those who create it, unmatched; and the lessons for corporate America, endless. In this fun as well as profitable presentation, Blackwell takes business managers behind the music and reveals branding and marketing lessons that can boost creative thinking, increase market share, enhance the longevity and success of a brand, and create a brand that becomes a long-term cultural icon. He focuses on how to:
Capture a unique position in the market by developing the entertainment value of your product experience
Build a fan base by reaching out to market segments that your competitors see as secondary
Develop a two-way relationship with customers that not only lets you connect to fans but lets fans connect to you
Create and license a brand to the point that it becomes a lifestyle.
For industrial marketers, create excitement in the trade by treating “logistics” as part of the brand
Blackwell also examines a unique perspective on how to connect with customers on an emotional level, a key factor in the long-term success of both musical and corporate brands. He showcases, in a unique and entertaining format, case studies, strategies, and analogies for any business –whether consumer oriented or industrial --to bolster brand-loyalty, and create brands less likely to be affected by competitive onslaughts, from price reductions to flashy ads.
Roger Blackwell Associates, Inc. (614) 457-6334
www.rogerblackwell.com