What is our biggest challenge in the New Year? To be memorable! To be the name that prospects think of when they need our service. In today's highly competitive marketplace, that's not an easy task, but it is indeed a necessary task. Companies of all sizes and shapes are constantly looking to capture attention and dollars. If you're not, you will not last long. We need to not only have raving fans, but advocates as well.

There are several great books out there on branding. Some of my favorites? Brands that Rock by Blackwell and Stephan. In their book, they examine the world of rock 'n roll for innovative alternatives to the same old same old branding and marketing campaigns. Another is Brand New by Nancy Kohn. It's hard to get, but it's fabulous. It gives examples "from Dell to Wedgwood" on how to create successful brands. Another book that is on positioning that I always recommend is Jack Trout and Al Reis's book, Positioning: The Battle for YourMind. It's one of the best ever written.

In Brands That Rock, the authors use Mick Jagger and the Rolling Stones as examples. They remind us that when the Stones take the stage, it's not only teens who are screaming a welcome. It's adults and families as well! Baby boom ers make up a big segment of fans for the Stones, and they always will. This band is a great example of a group that is timeless. They will always sell records, they will always draw big crowds, they will always make big money! They have crossed the generations for fans.

What can businesses learn from the Rolling Stones? In a word - loyalty! Blackwell reveals the synergy between rock and business. The very things that work for rock should work for business as well. For example, he focuses on:

• Creating a brand that becomes adopted by an entire culture and captures a long-term position in their market
• Evolve a brand without alienating current fans - this is clearly evident with the Rolling Stones example
• How to reinvent a brand and recapture market share and dominance
• Capture a unique position in the market by developing the entertainment value of your product experience
• Build a fan base by reaching out to market segments that your competitors see as secondary
• Develop a two-way experience with customers that not only lets you connect to fans but also lets fans connect to you - Rock 'n roll has done this well.
• And more.

The power of rock and roll and its celebrities is undeniable; the loyalty showered upon those who create it is unmatched; and the lessons for corporate America, endless. In this fun as well as profitable presentation, Blackwell takes "business managers behind the music and reveals branding and marketing lessons that can boost creative thinking, increase market share, enhance the longevity and success of a brand, and create a brand that becomes a long-term cultural icon. "

Blackwell also examines a unique perspective on how to connect with customers on an emotional level, a key factor in the long-term success of both musical and corporate brands . He showcases, in a very unique and entertaining format, how to bolster brand-loyalty, and create brands less likely to be affected by competition, price, or flashy ads.

It would seem that we could all learn some great business lessons from the rock culture!