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    The AC/DC Strategy: Rock'n'Roll and the 14 Strategic Campaigning Guidelines
    The AC/DC Strategy: Rock'n'Roll and the 14 Strategic Campaigning Guidelines
    The AC/DC Strategy: Rock'n'Roll and the 14 Strategic Campaigning Guidelines
    Ebook80 pages1 hour

    The AC/DC Strategy: Rock'n'Roll and the 14 Strategic Campaigning Guidelines

    By Peter Metzinger

    ()

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    About this ebook

    Based on 14 Strategic Campaigning Guidelines and by the example of the world's best rock band readers learn how to build and maintain a brand that has truly loyal customers, sells better and lasts longer.
    LanguageEnglish
    PublisherBookBaby
    Release dateFeb 19, 2013
    ISBN9781483525914
    The AC/DC Strategy: Rock'n'Roll and the 14 Strategic Campaigning Guidelines

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      Book preview

      The AC/DC Strategy - Peter Metzinger

      First English Edition, 19th February 2013, revised in December 2013 (V1.3)

      ISBN 9781483525914 (Paperback)

      ASIN: B00BHGJT3A (Kindle)

      Copyright © 2012 Peter Metzinger, Zurich, Switzerland

      www.petermetzinger.com

      info@businesscampaigning.com

      This work is protected by copyright. All resulting rights are reserved. Duplication of this publication or parts of this document is subject to the statutory provisions of the copyright law and is generally subject to remuneration. Violations are subject to the penalty provisions of the Copyright Act.

      Cover with Rosie and Angus:

      Lorena Valentini Metzinger, Graphic Design, Zurich, Switzerland

      Dedicated to

      Bon

      Rock In Peace

      Brian, Angus, Cliff, Malcolm and Phil

      Rock on

      ´77

      Bring it back

      Acknowledgments

      This book would have been impossible without the music of AC/DC. Since 1973, they have remained faithful to their style of music. For this and for what they have given the world, and me, I want to thank them first and foremost.

      Then I thank Andreas Pacyna, who brought me closer to the music of AC/DC - in 1980, with a lasting impact.

      I would like to thank my parents for the patience and serenity with which they endured the loud music from my room during my youth.

      I would like to thank my wife Lorena Valentini Metzinger for all the support that she gave me while I was writing this book, for the design of the cover and the collaboration in the editing.

      I thank my clients and students, business partners and team members because they supported me in further developing my campaigning theory, which I call the Business Campaigning® model.

      I am grateful for Markus Miliczek, Jurgen Gegner and Christian Spurk for the time that they spent to proofread this book, as well as for additional information and thoughts that they contributed. In part, I have literally incorporated individual sentences of their feedback. I hope they recognize them.

      I thank Julia Angeles for proof-reading and improving the English version of this book. She did an awesome job.

      Finally, I would like to thank Spanish band ´77 for the hope that they are giving others and me that there will be a life after AC/DC.

      Table of Contents

      Introduction

      AC/DC

      The 14 Strategic Campaigning Guidelines

      SCG 1: Polarizing, profiling, positioning

      SCG 2: Controling the agenda

      SCG 3: Concentrating forces

      SCG 4: Building on existing strengths

      SCG 5: Maintaining flexibility

      SCG 6: Tenacity and perseverance in the pursuit strategy.

      SCG 7: Impact orientation and alignment of objectives and means.

      SCG 8: Utilizing synergies and multiplication effects

      SCG 9: Awareness and foresight

      SCG 10: Unité de doctrine

      SCG 11: Efficiency and simplicity

      SCG 12: Thinking in scenarios

      SCG 13: Complying with success principles of communication.

      SCG 14: Building golden bridges

      About the author

      Sources

      Powered by

      Further information

      Introduction

      I think we have survived because we are still the same. You try just you to be yourself. Angus Young [1]

      In 1998, after 13 years of campaigning for Greenpeace, I started my own business. I was thrilled that I could build upon my campaigning (or what is often referred to as public relations) know-how that I acquired during the best years of Greenpeace, which during my time there was arguably the best campaigning NGO in the world.

      One of the first bits of feedback that I received in 1998 was that I was absolutely authentic with my offer. Authenticity has been a constant companion of my work since then, and I try to win on behalf of my customers through authentic communication – the one thing that distinguishes campaigning, as I understand the approach, from traditional advertising. Authenticity is also one of the properties attributed to Rock-n-Roll, in particular to the band, which is at the heart of this book: AC/DC.

      In 1998, I translated my communications and strategy knowledge into a theory that I could teach and that, when implemented, helps to plan and execute campaigns efficiently and successfully.

      A campaign – and campaigning – in this context can be any kind of undertaking or enterprise that is about motivating people via well thought out and strategically planned activities, so that they assist one to achieve a specific goal or objective. To campaign is to convince people to change their behavior in a particular direction - for instance to stop a planned project, to buy a new product, to recommend a service, to change their minds on a particular topic, to elect a particular politician, or vote Yes in a referendum, etc.

      The core of my model, which I call the Business Campaigning® Model, are 14 rules or guidelines to which you should adhere in order to increase the probability of success of your planned activities, enterprise, organization or campaign. I call these rules the 14 Strategic Campaigning Guidelines.

      Since 1998, I have been teaching this approach and how to apply these 14 Strategic Campaigning Guidelines successfully. I have been teaching at universities of applied sciences, at further education institutions, and internally to organizations and companies wanting to improve their

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