Brands That Rock SIMPLE

8/2/2019 Brands That Rock SIMPLE

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What do Gene Simmons of KISS and SamWalton, founder of Wal-Mart, have in

common?


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Written by the co-authors of the best selling books

Customers Rule! and From Mind To Market , RogerBlackwell and Tina Stephan

Roger Blackwell is the President of Roger BlackwellAssociates also a Professor of Marketing at the FisherCollege of Business at The Ohio State University.

Tina Stephan is the Vice President of Roger BlackwellAssociates.

Together, they have collaborated on eight books,

numerous articles and research projects.

ABOUT THE AUTHORS


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FROM CUSTOMERS TO FANS


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DOES ROCK&ROLL = BRANDS

Businesses and rock-and-roll bands share several goals, including:

Breaking through the clutter and creating awareness amongconsumersCreating and maintaining loyalty among customersIdentifying mechanisms to remain current and relevant in the mindsof existing customers and attracting new customers

Creating lasting brands that are accepted by a cultureBecoming long-term industry leadersAttracting and keeping talented people who make up the marketand the brandIdentifying one or more market segments and crafting products

that appeal to themCreating a brand image and promise that will maintain its appealfrom one year to the nextGenerating profits


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Create an emotional connection with your customers; nurture it over time.

Build brand loyalty, one fan group at a time.Stay fresh in the market but true to your core sound or strength.Evolve at a rate that doesnt alienate current customers. Focus on the entire brand experience, not just the core product.Develop talent continuously; package it well; relate it through multiplemediums.Create realistic expectations that you can meet.Match your message with your mission and your audience.Exude energy and passion they command respect and engage theaudience.Define the brand by more than just the product; include the functional andemotional attributes of the brand.Monitor brand adoption and customer behavior to drive brand adaptation.Play for cultural adoption by focusing on relevance to, reflection of, andinfluence on the culture.Resist the temptation of overexposure.Empower your fans to help your brand become and stay successful in the

market.

LESSONS FROM ROCK&ROLL MARKETING


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SIGNIFICANT GRAPHICS


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Customers Friends (Repeat

Customers)

Fans

Are price-driven Are value-driven Are experience-driven

Shop opportunistically Shop purposefully Shop for pleasure

Want you to sell themproducts

Want personalizedproducts goods andservices

Want personalized adviceand solutions

Need a reason to buy fromyou

Prefer to buy from you Are devoted to you andare yours to lose

Are surprised by goodservice Have a history of goodexperiences with you Automatically assume youwill delight them

Drop you if theyredisappointed

Tell you if theyredisappointed

Tell you if theyre disappointed, wantyou to fix it, and areanxious to forgive andforget



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Customers Friends (Repeat

Customers)

Fans

Are indifferent to yourcompany

Feel a connection with yourationally and/oremotionally

Actively invest in theirrelationship withyou time, emotion,attention, money

Dont think or talk aboutyour firm Recommend your firmcasually Evangelize about yourfirm



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BAND = BRAND


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Emotional connections turn customers into fans.Maintaining and adapting existing brands is moreprofitable than inventing new ones.

Legendary brands evolve to stay culturallyrelevant.Passion and energy create brands people want toadopt.

Being the best often evolves by borrowing fromthe best.Baby boomers rule much market demand.

BRANDS THAT ROCK SAYS


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Understand, Emulate and InfiltrateExercise sex appeal and controversy with caution- shouldnt overshadow a brands authenticity Evolve but remain true to your core strength and within the parameters of your brand promiseFirst mover advantage Doesnt matter

Emotional Connection under the skinZag

KEY INSIGHTS


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Reverse Customer IntimacyBrand DisciplineTheory of Generalization & DiscriminationGrassroots marketingDiscontinuous InnovationTrans-generational MarketingTrickle-up processFan Inheritance

NEW CONCEPTS


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Broad stories learning from an overall businessperspective couldve been broken down intospecific disciplinesLessons on Business, Entry into the marketplace,Marketing, Branding, Communication (all media),Technology integration, MerchandizingDecades depicted roadmap for prospectivebrands and bandsResearch Design Qualitative Analysis of Bandand Brand Histories; Case Studies of theirevolution, impact, reinvention

CRITIQUE


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Documents

Brands That Rock SIMPLE