کتاب الکترونیکی Brands That Rock: What Business Leaders Can Learn From The World Of Rock And Roll

کد: CD-25
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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

Hardcover: 256 pages
Publisher: Wiley; 1 edition (October 9, 2003)
Language: English
ISBN-10: 0471455172
ISBN-13: 978-0471455172

شماره پشتیبانی : 66389525 021