It is our hope that you will read this book and be fascinated by the music, the stars, and their stories. But our goal is to be more than a fun read about the fascinating sounds and strategies of the music industry. By the time you have finished reading this book, you should gain a sound understanding of how to implement branding strate- gies to achieve the position in consumers minds that will lead to cus- tomer loyalty and market dominance. Brands That Rock looks at the concepts and principles that show firms how to build, maintain, and reinvigorate brands, ultimately helping their organizations survive, thrive, and rock on for many decades. 2

Creating Culturally

Relevant Brands

Rocks sheer pervasiveness makes it the most profound value- shaper in existence today. Unless you are deaf, it is virtually guar- anteed that rock music has affected your view of the world.

-NATIONAL REVIEW, FEBRUARY 24, 1989

rands, like bands, can generate significant profits when everyone from salespeople to CEOs are focused on turning customers into fans and nurturing a robust fan base. This first, vital, step promotes cultural adoption of a brand, which can translate into brand loyalty and sales even during an economic slowdown.