The Cool Factor: Building Your Brands Image Through Partnership Marketing

By Del Breckenfeld

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.

• Format: Hardcover
• Language: English
• ISBN: 047037196X
• ISBN13: 9780470371961
• Release Date: October 2008
• Publisher: Wiley
• Length: 266 Pages
• Weight: 1.10 lbs.
• Dimensions: 1.0" x 6.4" x 9.2"

Customer Reviews

Helpful for Owners of Any Consumer-Serving Biz

Your book's focus on co-creating "cool" with credible partners to leverage value and visibility via "product placement, event marketing, charitable causes, the celebrity quotient" is so timely in this wobbly economy and increasingly connected, complex, bottom-up world. You offer an efficient, authentic way to become the top-of-mind choice in a market - one that any kind of consumer-serving business, non-profit or even government group could adapt and adopt. Your apt, real-life examples really anchor your approach in my mind. As a former WSJ reporter who know writes and speak on ways to accomplish something greater with others around a sweet spot of mutual benefit I LOVED your ideas.

Real world advice that works

We all want to be "cool"on a personal level and in our business world. Del's book is part bio and part behind the scenes business advice. Easy reading to understand how to build your cool. George Gurniak

DelB - The Cecile B DeMille of Cross Marketing - Buy This book!

Studying Del Breckenfeld's "Cool Factor" can cut years off the time it takes to "Get it Right" and "Get it Out There!" No matter what "It" is! Thanks to Del Breckenfeld I have been successfully "branding" (associating) artists with the Fender(r) names for over 20 years. Del saw the potential of Shia LaBeouf, Margo Harshman, Michael Welch, Molly McNight and Adrianne Leon at the very beginning of their careers. Del was instrumental in giving them the Fender(r) and Jackson(r) "Cool Factor". Margo's exposure in the Fender(r) catalog for three years running has become legend. Now Del's "Cool Factor" philosophy has been captured in pen and ink. I am gifting my upcoming talent with the book as required reading, when I take them on for development. Once you read Del's book you will have a war chest which will enable you to cross promote your project, whether it's music, pool floaties or tractors, at the highest level. Thank you Del for helping my artists and projects look "COOL" all these years. Thank you for releasing your secrets for all those who aspire to great success! Meredith Day/Founder/National Talent Development, Author of Starmaker Machinery