November 8, 2003
Jack Covert Selects: Jack Covert Selects - Brands That Rock
Brands That Rock: How to Win Fans and Influence Profits by Roger Blackwell and Tina Stephan; John Wiley & Sons, 256 pages, $27.95, October 2003, ISBN 0471455172 I am a huge fan of the music scene and as a result, Brands That Rock really struck a chord with me. The authors touched on something special in this book by relating the emotional attachment between a band, their music, and their fans with the world of marketing. Authors Roger Blackwell and Tina Stephan describe this marketing strategy as: Analyzing the phenomenon of band loyaltyrequires marketers and managers to abandon the corporate based thinking they engage in daily and escape into the wild, larger than life world of entertainment. Marketers mustopen their minds to the ideas and creative processes used in the entertainment industry to cultivate die-hard fans. Creating an emotional connection with customers, and turning them into fans, is so important to anyone who plans on surviving in todays global economy. My favorite part of this book is the in-depth explanation of how some really great artists have gone from working common day jobs to becoming cultural icons. Musicians like Elton John, and members of the Rolling Stones and Aerosmith serve as examples of how good marketing allowed them to become household names. In addition, they describe how several well-known companies like Wendys, Victorias Secret, and Google have successfully implemented strategies from the music world. This book is for anyone who is in marketing, or into music, or into marketing music. Its the kind of book you will want to read because it so entertaining, the informative part is just the icing on the cake. How many books are fun and good for you?