The AC/DC Strategy

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.

The book examines how AC/DC adhere to certain success factors, which can perhaps account for a portion of their dazzling success. At the same time the book explains how these success factors can be implemented in practice and can be used both in personal and professional undertakings to foster success. Readers learn how to build and maintain a brand that has truly loyal customers, sells better and lasts longer. The book was published before Malcolm Young had to leave the band but the lesson it contains are still true today.

The author worked as a campaigner for Greenpeace for 13 years. Since 1998 he has been working as an independent campaigning consultant and agency owner. Among other things, he teaches a campaigning model, which he explains in his first book, "Business Campaigning" (in German only). This model was used by the World Economic Forum to create the Open Forum concept, a political party used it to axchieve an increase of 23.5% more voters and pharmaceutical company sold a lifestyle product four times more than with conventional methods.