ffirs.qxd 8/20/03 10:19 AM Page a MORE PRAISE FOR BRANDS THAT ROCK From the first time I saw the phrase “band loyalty” I knew this wasn’t a typical, dry marketing tome. Leave it to Roger and Tina to find pure marketing wisdom in a perfectly logical, yet entirely overlooked (and unappreciated) place–rock music! But it works. Open your mind and open Brands That Rock to kick-start your marketing creative juices. Phil Urban, CEO Grange Insurance Brands That Rock strikes a pleasing chord, whether you’re a Fortune 500 CEO, a first-year MBA student, or simply a musician at heart. The authors remind us that our love affair with music can translate into lucrative rewards if strategically linked to a progressive market- ing approach. Lloyd Trotter, President and CEO General Electric Industrial Company Blackwell scores! A fascinating read that connects you emotionally to the hidden brand strategies in rock’s legendary bands. A fresh approach to creating profitable and successful brands in a dynamic marketplace, Brands That Rock provides a rockin’ road map to suc- cessful brand creation and dominance. J. E. Issler, President and COO H.H. Brown Shoe Company, Inc., a subsidiary of Berkshire Hathaway, Inc. Not only do Roger and Tina analyze branding and marketing strate- gies from the world of rock and roll, they show you how some of the world's great companies have implemented similar strategies to cap- ture market share and customer loyalty. Walden O'Dell, CEO Diebold ffirs.qxd 8/20/03 10:19 AM Page b Once our parents worried about the influence rock musicians would have on us. In Brands That Rock, Roger Blackwell and Tina Stephan convince us that it’s a must to learn from the rock jocks. The lessons of rock-and-roll branding apply to companies universally. Don Peppers and Martha Rogers, Founders Peppers and Rogers Group Coauthors, One-to-One book series Roger Blackwell ‘rocks’ audiences when he speaks to groups around the world. Now the passion and energy audiences have seen in per- son are translated to the pages of Brands That Rock—in which he and Tina show how that same passion helps energize great brands. Jose Silibi Neto, Partner and Cofounder HSM Group A guitar has been part of our brand for many years and Brands That Rock shows why and how music makes such a strong emotional con- nection with customers. We were so impressed with this book that we intend to make it mandatory reading for our marketing and advertising staff. Rhett C. Ricart, President and CEO Ricart Automotive, Inc. By examining how bands that evolve become brands that endure, Stephan and Blackwell show enterprises of any kind how to create more fans and capture more revenue. R. Brad Martin, Chairman and CEO Saks Incorporated Roger and Tina always bring fresh thinking to marketing topics. This time, lessons from the world of rock and roll. It’s unique, insightful . and fun reading. Tom Moser, Vice Chairman, Consumer & Industrial Businesses KPMG LLP ffirs.qxd 8/20/03 10:19 AM Page c A fun read filled with new ideas and out-of-the-box analogies, Brands That Rock makes an emotional connection with the reader and gives strategic guidance to anyone interested in creating brands that last. Howard D. Putnam, speaker and author Former CEO, Southwest Airlines Roger has tread where the consumers are fickle, loyalty lasts through one turn of the platter, and few brands survive. Brands That Rock explores new territory in how brands evolve and stay current with their consumer base. In today’s fragmented marketing world, this is a great new source of ideas. Jim Oates, former President Leo Burnett Company In a time when brands are looking for new ways to connect with cus- tomers, great companies are stepping outside the business arena to examine how other industries create fans. In Brands That Rock, Tina and Roger help you take a fun, bold leap. David Chu, Vice Chairman and Chief Creative Officer Nautica Enterprises Roger and Tina have shown us all how the sweetest music ever sung can sweeten companies’ bottom lines and entertain others. Jack Kahl, Founder and former CEO Manco, Inc. I’ve been fortunate to have helped develop strong brands like Barbie, Hot Wheels, Sega, Sonic the Hedgehog, and Leapfrog, to name a few. Music was strongly identified with the Barbie and Sega brands and very important to building their popularity. The Sega Scream even became part of rock concert culture. Yet the strong analogy between what it takes to be an enduring rock-an-roll band and building a strong brand had never occurred to me. Roger Blackwell and Tina Stephan make it crystal clear....Who would have guessed that Sam Walton, Wal-Mart, Gene Simmons, and KISS have a lot in common? Tom Kalinske, Chairman LeapFrog Former CEO, Sega and Mattel Inc. ffirs.qxd 8/20/03 10:19 AM Page iii What Business Leaders Can Learn from the World of Rock and Roll BRANDS THAT ROCK ROGER BLACKWELL TINA STEPHAN John Wiley & Sons, Inc. ffirs.qxd 8/20/03 10:19 AM Page d Whether your brands are consumer packaged goods or business-to- business, Brands That Rock provides a fresh, stimulating perspective on how to connect with your consumers and customers. Rock ‘n’ read on! John Hayek. Senior Vice President of Marketing– Office Products Group MeadWestvaco Consumer & Office Products I really enjoyed Brands That Rock and read some chapters twice. Your use of the bands as a source of information to communicate about brands is very useful. Michael O’Neal, President and CEO Gemini Industries Inc. I always thought of branding as being on stage, as being entertain- ment. Brands That Rock proves that brands can sing, play guitar, wear huge amounts of makeup, and trash hotel rooms. Just like any good brand should. Nick Graham, Founder and Chief Underpants Officer, Joe Boxer Brands That Rock is a fascinating and insightful journey of how to make customers of ordinary brands into raving fans by learning from what music legends such as the Rolling Stones, Elvis Presley, and Aerosmith do to arouse strong emotional bonds in their audi- ences on a global basis. I particularly enjoyed reading the brand mak- ing of Elton John! If you are into branding, this book is a must read! Jagdish N. Sheth, Charles H. Kellstadt Professor of Marketing Goizueta Business School Emory University ffirs.qxd 8/20/03 10:19 AM Page i BRANDS THAT ROCK ffirs.qxd 8/20/03 10:19 AM Page ii ffirs.qxd 8/20/03 10:19 AM Page iii What Business Leaders Can Learn from the World of Rock and Roll BRANDS THAT ROCK ROGER BLACKWELL TINA STEPHAN John Wiley & Sons, Inc. ffirs.qxd 8/20/03 10:19 AM Page iv This book is printed on acid-free paper. �∞ Copyright © 2004 by Roger Blackwell and Tina Stephan. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. 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Popular music—Economic aspects.