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(R) 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.
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, allEwhile learning the ins and outs ofEpartnership marketing.
Acknowledgments. About the Author. Introduction. Chapter 1 The Birth of the Cool-A 101 Primer. Chapter 2 The Prime Marketing Motivators-Too Much of a Good or Bad Thing? Chapter 3 Expanding Your Brand's Identity-Partnership Marketing Outside Your Core Market. Chapter 4 We Will, We Will, Rock You-Marketing to the Big Beat. Chapter 5 The Recording Industry-An Endangered Species or Emerging Opportunity for Marketing Partnerships? Chapter 6 Product Placement-The Inside Story of Getting Your Brand into Movies and Television. Chapter 7 Event Marketing-Reaching Your Core Demo One-on-One. Chapter 8 Charitable Causes-Doing Good Things for the Right Reasons. Chapter 9 The Celebrity Quotient-How to Wrangle It, and How to Deal With It When You Do. Chapter 10 Promotions as an Excuse to Advertise-But We Don't Really Need an Excuse, Do We? Chapter 11 California Dreaming-The Essence of The Cool Factor in Partnership Marketing. Chapter 12 Putting It All Together-Real-Time Examples. Chapter 13 The Future of Partnership Marketing-Riding the Wave of a Trend and Trying Not to Wipe Out. Liner Notes. Index.