brands that rock
TRANSCRIPT
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What do Gene Simmons of KISS and Sam Walton, 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”, Roger Blackwell and Tina Stephan
Roger Blackwell is the President of Roger Blackwell Associates – also a Professor of Marketing at the Fisher College of Business at The Ohio State University.
Tina Stephan is the Vice President of Roger Blackwell Associates.
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 among consumersCreating and maintaining loyalty among customersIdentifying mechanisms to remain current and relevant in the minds of existing customers and attracting new customersCreating lasting brands that are accepted by a cultureBecoming long-term industry leadersAttracting and keeping talented people who make up the market and the brandIdentifying one or more market segments and crafting productsthat 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 doesn’t alienate current customers.Focus on the entire brand experience, not just the core product.Develop talent continuously; package it well; relate it through multiple mediums.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 the audience.Define the brand by more than just the product; include the functional and emotional 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, and influence 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 them products
Want personalizedproducts goods and services
Want personalized advice and solutions
Need a reason to buy from you
Prefer to buy from you Are devoted to you and are yours to lose
Are surprised by good service
Have a history of good experiences with you
Automatically assume you will delight them
Drop you if they’re disappointed
Tell you if they’re disappointed
Tell you if they’redisappointed, wantyou to fix it, and areanxious to forgive andforget
SIGNIFICANT GRAPHICS
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Customers Friends (Repeat Customers)
Fans
Are indifferent to yourcompany
Feel a connection with you rationally and/or emotionally
Actively invest in their relationship withyou—time, emotion,attention, money
Don’t think or talk about your firm
Recommend your firm casually
Evangelize about yourfirm
SIGNIFICANT GRAPHICS
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BAND = BRAND
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Emotional connections turn customers into fans.Maintaining and adapting existing brands is more profitable than inventing new ones.Legendary brands evolve to stay culturally relevant.Passion and energy create brands people want to adopt.Being the best often evolves by borrowing from the 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 - shouldn’t overshadow a brand’s authenticityEvolve but remain true to your core strength – and within the parameters of your brand promiseFirst mover advantage – Doesn’t matterEmotional 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 business perspective – could’ve been broken down into specific disciplinesLessons on Business, Entry into the marketplace, Marketing, Branding, Communication (all media), Technology integration, MerchandizingDecades depicted – roadmap for prospective brands and bandsResearch Design – Qualitative Analysis of Band and Brand Histories; Case Studies of their evolution, impact, reinvention
CRITIQUE
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