CRS In Action: Steve Jones Tells 'How To Brand Like A Rock Star'

'How To Brand Like A Rock Star'

THURDSAY morning's (2/20) “How To Brand Like A Rock Star” session at CRS 2014 featured music industry expert STEVE JONES, who authored the book of the same title. He shared his top-10 list of traits that can make brands rock stars, combining sound business advice with back-stories of legendary rock acts.

10. Be consistent. JONES cited the band AC/DC as never wavering from its core brand, citing more than 20 songs on its 16 albums that feature the word “Rock” and simple, hard-rocking tunes.

9. Start out small, stick to core value system. BOB MARLEY went from unknown, Jamaican artist to a worldwide star by carving out and defining Reggae music, but never straying from his values. Other examples included STARBUCKS, APPLE and ESPN, each of which had humble beginnings.

8. Be different, don’t be better. JONES played a hilarious clip of a SOUTHWEST AIRLINES flight attendant giving pre-flight instructions, but with audience participation and a rap theme. JONES quoted another author, ROY H. WILLIAMS, who said, “The risk of insult is the price of clarity.”

7. Create an experience. Examples included JIMMY BUFFET concerts and HARLEY DAVIDSON motorcycles.

6. Live up to customer expectations. U2’s music shift following its ‘Joshua Tree” album and brewer COORS' foray into bottled water were JONES’ examples of violating expectations. But luxury vehicle lines rom TOYOTA (LEXUS), HONDA (ACURA) and NISSAN (INFINITY) were examples of how to do it right.

5. Focus. Decide on what is your one thing.

4. Take calculated risks and don’t be afraid to fail.

3. Know and understand your enemy. Your competition defines who you are, so use their core values against them.

2. Have fun and be real.

1. Give everything to your fans.

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