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Brands that rock : what business leaders can learn from the world of rock and roll

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Literature, Culture, and Aesthetics

Abstract

Roger Blackwell and Kristina Stephan, co-authors of Customers Rule! and From Mind to Market, present a look at how marketers can increase brand awareness, customer loyalty, and profits by employing the strategies of the world's most successful bands, such as the Rolling Stones and Elton John. They show that the philosophy behind their success is rooted in the fact that the entertainment industry seeks to create fans, not customers - diehards whose loyalty remains even as the image of the product changes.

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