Neither did the unprecedented success of the Forty Licks tour, which coincided with the release of the greatest hits album of the same name.
Although the Rolling Stones adopted a heavy product focus, it was never at the peril of failing to focus on the audience. The Forty Licks tour provides a masterful lesson in product development, band loyalty, merchandising, and marketing. A closer look reveals insights for brand managers about how to develop and manage a complex integrated marketing communication (IMC) campaign. Mind boggling in scale and market dominance, this world tour conveyed the Stones’ primary brand message with a comprehensive, multimedia attack on several market segments.
Forty Years, Forty Licks After a 40 year run of hard hitting rock and roll hits, you might expect the Rolling Stones’ “senior executives” to trade in their T shirts and leather for wool cardigans, collect Social Security, and spend their days on the golf course and their nights in front of the telly. But Jagger, Richards, Wood, and Watts are not your stereotypical AARP members. They haven’t settled for the passive life; they are still creating, performing, and innovating. Mick Jagger’s sixtieth birthday did not bring retirement; instead, it brought the Forty Licks 2002
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