What can business leaders learn from rock and roll? It’s a question
that appears simple, yet it proved to be extraordinarily complex. The
answer started as one that was entertaining (to us, and we hope to
you), yet it yielded highly educational principles. The topic was conceptually
intriguing, yet verbally challenging. These polarities of a
seemingly contradictory paradigm excited us as we began talking to
friends, professors, and business leaders ranging from frontline salespeople
to CEOs about the Brands That Rock concept.
Advertising is more complicated than it used to be. In the innocent days of the 70’s and 80’s you could easily reach large audiences, both locally and nationally, through traditional advertising. Those days are long gone and an examination of the advertising playing field looks like a big pile of incomprehensible choice. Let’s sort through it a bit, by separating advertising into two categories: online advertising and offline advertising.