E-Book Overview
What is cool? Who knows. But there is one thing every marketer does know– nothing increases sales like cool does. In The Cool Factor, Del Breckenfeld, a long-time marketer at Fender® Musical Instruments Corp., presents an inside look at how Fender became the coolest name in musical instruments and how marketers at Fender partnered with cool products, musicians, and events to up their "cool factor" even more. If you're a marketer, The Cool Factor offers lessons for keeping your brand on top.
E-Book Content
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ThE Cool Factor BUILDING YOUR BRAND’S IMAGE ________________ THROUGH ________________
PARTNERSHIP MARKETING
DEl BrEckEnfEld
John Wiley & Sons, Inc.
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Advance Praise for The Cool Factor ‘‘Del Breckenfeld’s, The Cool Factor gets the inside story on the music business partnering with major corporations fueling their brands.’’ —Billy F Gibbons, guitarist, singer, and songwriter with the multiplatinum ZZ Top and all around ‘‘Sharp Dressed Man.’’ ‘‘The Cool Factor presents a compelling picture on the power of music as a motivator—not just for marketing purposes, but more importantly, for understanding how music making at all ages enriches our everyday lives.’’ —Joe Lamond, President & CEO, NAMM ‘‘In the Cool Factor, Del Breckenfeld shows us first hand how to get celebrities to partner with corporations for the purpose of positive outreach. Del and Fender have personally shared their expertise with us throughout the course of many years, specifically helping us raise significant funds for families devastated by Hurricane Katrina. We salute Del and strongly urge readers to pick up this book. It will help you discover how a brand can effectively be catapulted to new heights through partnership marketing with ‘cool’ products, musicians, and events.’’ —Don Felder, former lead guitarist and songwriter of The Eagles, best-selling author of Heaven and Hell: My Life in the Eagles (1974–2001) ‘‘Del Breckenfeld knows cool. Fender, the brand he oversees, has such a high cool factor that even millions of non-musicians aspire to use its products. I love The Cool Factor—both the book and the idea. It’s what most boring and predictable marketing is lacking today. Read it to find out how cool is your most effective secret weapon and learn how to add it to your marketing arsenal.’’ —David Meerman Scott, author of The New Rules of Marketing and PR and World Wide Rave
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‘‘Del has no equal when it comes to turning what’s hip into a hit. He’s that rare breed who’s mastered the art of combining the very best of music and film, and creating ripples of contagious enthusiasm wherever he goes. It’s time corporate America understood they can create and not just duplicate. The Cool Factor is the best big-picture primer I know for anyone looking to ‘widespread’ a little magic.’’ —Dave Philips, CEO, Corner of The Sky Entertainment, and Executive Producer, Evan Almighty and Where Music Meets Film, live from the Sundance film festival ‘‘A truly cool book that is so hot it can help turn any business into one people are talking about and sending money to. Read this one!’’ —Joe Vitale, author of The Attractor Factor and The Key
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ThE Cool Factor
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ThE Cool Factor BUILDING YOUR BRAND’S IMAGE ________________ THROUGH ________________
PARTNERSHIP MARKETING
DEl BrEckEnfEld
John Wiley & Sons, Inc.
E1FFIRS_1
09/04/2008
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Copyright # 2009 by Del Breckenfeld. All rights reserved. Published by John Wiley & Sons, Inc., H