Book description
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. 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.
