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Marketing Buzz 06/04

Building a fan base, inexpensive market research and more

This story appears in the June 2004 issue of Entrepreneur. Subscribe »

Fan Affair

Famous rock bands have always had fan clubs to sing theirpraises. Roger Blackwell and Tina Stephan's book Brands That Rock: What Business Leaders CanLearn From the World of Rock and Roll explains how anycompany can cultivate a powerful fan base.

Blackwell advises that not-so-glam companies study EltonJohn's transformation from a "dowdy, poorly dressed guywith little personality to an international superstar."

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