The Cool Factor: Building Your Brand's Image through Partnership Marketing

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John Wiley & Sons, Dec 3, 2008 - Business & Economics - 288 pages
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.
 

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Contents

Introduction CHAPTER1The Birth of the CoolA 101 Primer
We Will We Will Rock YouMarketing to the Big Beat
CHAPTER6Product PlacementThe InsideStory ofGettingYourBrand into
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About the author (2008)

Del Breckenfeld is Directorof 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, allÊwhile learning the ins and outs ofÊpartnership marketing.

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