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

Praise for The Cool Factor
"Del Breckenfeld′s The Cool Factor gets the inside story on themusic business partnering with major corporations fueling their brands."
—Bill Gibbons, guitarist, singer, and songwriter with the multiplatinum band ZZ Top, and all–around "Sharp Dressed Man"
"The Cool Factor presents a compelling picture of the power of music as a motivator—not just for marketing purposes, but more importantly, for understanding howmusic–making at all ages enriches our everyday lives."
—Joe Lamond, President and CEO, NAMM
"In The Cool Factor, Del Breckenfeld shows us firsthand 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, bestselling 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
"Del has no equal when it comes to turning what′s hip into a hit. He′s that rarebreed who has mastered th e art of combining the very best of music and film, and creating ripples of contagious enthusiasm wherever he goes. It′s time corporate America understands they can create and not just duplicate. The Cool Factor is the best big–picture primerI know for anyone looking to ′widespread′ a little magic."
—Dave Phillips, 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 onepeople are talking about and sending money to. Read this one!"
—Joe Vitale, author of The Attractor Factor and The Key

Spis treści:
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.

Nota biograficzna:
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.

Okładka tylna:
Praise for The Cool Factor
"Del Breckenfeld′s The Cool Factor gets the inside story on themusic business partnering with major corporations fueling their brands."
—Bill Gibbons, guitarist, singer, and songwriter with the multiplatinum band ZZ Top, and all–around "Sharp Dressed Man"
"The Cool Factor presents a compelling picture of the power of music as a motivator—not just for marketing purposes, but more importantly, for understanding howmusic–making at all ages enriches our everyday lives."
—Joe Lamond, President and CEO, NAMM
"In The Cool Factor, Del Breckenfeld shows us firsthand 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, bestselling 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
"Del has no equal when it comes to turning what′s hip into a hit. He′s that rarebreed who has 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 understands they can create and not just duplicate. The Cool Factor is the best big–picture primerI know for anyone looking to ′widespread′ a little magic."
—Dave Phillips, 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 onepeople are talking about and sending money to. Read this one!"
—Joe Vitale, author of The Attractor Factor and The Key