An inside look at how companies develop the cool factor--and cash in on it
Cool is a mysterious substance few can predict. It's difficult to identify, impossible to measure, and usually appears spontaneously. But there is one thing every marketer knows about cool--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. Based on firsthand examples from inside Fender, The Cool Factor offers lessons for every marketer in any industry.
Del Breckenfeld (Corona, CA) is Director of Entertainment Marketing at Fender Musical Instruments Corp., the biggest name in electric guitars and amplifiers.
