The image of a middle-aged businessman rocking out to AC/DC or Kiss is, quite frankly, a little bit sad.
But as it turns out you can learn more than just air guitar moves from studying rock stars.
A radio DJ-turned programmer has written a business book that uses the music industry as a lens to view different lessons and build a better brand.
"It looks at rock and roll legends and what they have accomplished and sort of gets to the core of their marketing strategies and shows you how to apply those things toward your business," says Steve Jones, the author of Brand Like a Rock Star.
Each chapter uses a different band to relate it back to business. One example in the book is AC/DC, which taught the world the value of consistency.
"Over the course of a 40-year career AC/DC has changed very little; the same sort of songs, the same look, the same visual images and queues," says Mr Jones, who shares the same name as an English rock guitarist and Sex Pistols member. "Their brand has remained consistent, even though the music industry has changed a great deal around them. They have never lost sight of what they stand for."
One of the best examples of a company that uses consistency to its advantage is Coca-Cola, which has evolved but "the essence of what it stands for" has changed very little. Similarly with Jeep, which has changed what is under the hood but its brand message has remained consistent.
Mr Jones's interest in the power of branding started when he noticed some radio stations play almost the same music, but there are some that are more popular than others.
"That led me down the path of understanding that when people punch that dial and hear the radio station, they have an expectation that something will happen there because of their brand," says Mr Jones, who oversees the content of 80 radio stations.
It may be an unconventional approach to teaching people about business, but it works, he says.
"When you can use a story about Eminem to tell a business lesson … the lesson resonates more and it stays with them longer. I think people get involved in the story and enjoy the story," he adds.
[ gduncan@thenational.ae ]
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ROUTE TO TITLE
Round 1: Beat Leolia Jeanjean 6-1, 6-2
Round 2: Beat Naomi Osaka 7-6, 1-6, 7-5
Round 3: Beat Marie Bouzkova 6-4, 6-2
Round 4: Beat Anastasia Potapova 6-0, 6-0
Quarter-final: Beat Marketa Vondrousova 6-0, 6-2
Semi-final: Beat Coco Gauff 6-2, 6-4
Final: Beat Jasmine Paolini 6-2, 6-2
Tightening the screw on rogue recruiters
The UAE overhauled the procedure to recruit housemaids and domestic workers with a law in 2017 to protect low-income labour from being exploited.
Only recruitment companies authorised by the government are permitted as part of Tadbeer, a network of labour ministry-regulated centres.
A contract must be drawn up for domestic workers, the wages and job offer clearly stating the nature of work.
The contract stating the wages, work entailed and accommodation must be sent to the employee in their home country before they depart for the UAE.
The contract will be signed by the employer and employee when the domestic worker arrives in the UAE.
Only recruitment agencies registered with the ministry can undertake recruitment and employment applications for domestic workers.
Penalties for illegal recruitment in the UAE include fines of up to Dh100,000 and imprisonment
But agents not authorised by the government sidestep the law by illegally getting women into the country on visit visas.
Day 2, Dubai Test: At a glance
Moment of the day Pakistan’s effort in the field had hints of shambles about it. The wheels were officially off when Wahab Riaz lost his run up and aborted the delivery four times in a row. He re-measured his run, jogged in for two practice goes. Then, when he was finally ready to go, he bailed out again. It was a total cringefest.
Stat of the day – 139.5 Yasir Shah has bowled 139.5 overs in three innings so far in this Test series. Judged by his returns, the workload has not withered him. He has 14 wickets so far, and became history’s first spinner to take five-wickets in an innings in five consecutive Tests. Not bad for someone whose fitness was in question before the series.
The verdict Stranger things have happened, but it is going to take something extraordinary for Pakistan to keep their undefeated record in Test series in the UAE in tact from this position. At least Shan Masood and Sami Aslam have made a positive start to the salvage effort.
Russia's Muslim Heartlands
Dominic Rubin, Oxford
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Name: Xpanceo
Started: 2018
Founders: Roman Axelrod, Valentyn Volkov
Based: Dubai, UAE
Industry: Smart contact lenses, augmented/virtual reality
Funding: $40 million
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Started: 2016
Founders: Azeem Zainulbhai, Niclas Thelander, Anurag Bhalla and Johann van Niekerk
Based: India, South Africa, South-East Asia, Mena
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Investment raised: $1 million
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Co-founders: Ibrahim Imam, Sander van de Rijdt, Constantin Köck, Clemens Hammerl, Domagoj Dolinsek
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Current number of staff: 400+
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