A new book is out that you might find interesting. It is about building a “cool” brand image through partnership marketing. The author Del Breckenfeld, Director of Entertainment at Fender Musical Instruments Corp., reveals how partnerships with cool products, celebrities, musicians or events can strengthen the image dimension “cool”. OK, this is not new, but as an experienced marketer, Breckenfeld lists numerous partnership examples from highly recognizable marketing campaigns. The book seems quite entertaining, mostly because of these examples that are mainly taken from the world of music and include artists like ZZ Top and Don Felder of the Eagles. For Breckenfeld, there is no need for market research to figure out what is cool, one simply has to look around to notice what the specific target group desires. Well, that surely helps.
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Also check out: http://www.marcomprofessional.com/posts/david.meerman.scott/the-cool-factor-building-your-brands-image-through-partnership-marketing
Synopsis from Barnes and Noble: An inside look at how companies develop the cool factor–and cash in on it. Cool is a mysterious substance few can predict. It’s difficult to identify, impossible to measure, and usually appears spontaneously. But there is one thing every marketer knows about cool - 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. Based on firsthand examples from inside Fender, The Cool Factor offers lessons for every marketer in any industry. Del Breckenfeld is Director of Entertainment Marketing at Fender Musical Instruments Corp., the biggest name in electric guitars and amplifiers.
Biography: Del Breckenfeld is Director of Entertainment Marketing at Fender Musical Instruments Corp., the biggest name in electric guitars, amplifiers, and musical products. Before coming to Fender, he worked for Dean Guitars, where he developed a groundbreaking promotional program for Anheuser-Busch, working with some of the most astute marketers in the world. Through his career, he has worked with some of the biggest names in music, movies, and TV and has been involved in promotional campaigns with some of the world’s most successful and best-known brands, all while learning the ins and outs of partnership marketing.
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