CHAPTER 2
Rock Stars Look for Ways to Shift Control to Their Fans
One of the biggest reasons rock stars have fans rather than customers is that they look for ways to shift control to their fans and involve them in their marketing and communication processes. We talked about this a bit in the previous chapter, but most rock stars literally thrive on interacting with their fans, and that extends to their marketing and communication efforts.
This is in sharp contrast to the way many companies try to keep their customers at arm’s length. The closest ...
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