Stay Fresh, 11. Monitor Brand Adoption

All of the bands and performers highlighted in Brands That Rock have stuck closely to their core sounds and strengths over the years, but they have evolved to stay fresh and viable in a dynamic marketplace. They have mastered the art of evolving at a rate that doesn’t alienate their current customers and attracts new fans. Rock artists understand the role that repetition, accessibility, entertainment, and emotion have in creating band loyalty. They use all of these strategies and a host of others to keep bonds with their fans strong. Among these lessons are: Create an emotional connection with your customers; nurture it over time.

Build brand loyalty, one fan group at a time.

Stay fresh in the market but true to your core sound or strength.

Evolve at a rate that doesn’t alienate current customers.

Focus on the entire brand experience, not just the core product.

Develop talent continuously; package it well; relate it through multiple mediums.

7 . Create realistic expectations that you can meet.

Match your message with your mission and your audience.

Exude energy and passion-they command respect and engage the audience.

10 . Define the brand by more than just the product; include the functional and emotional attributes of the brand.

11. Monitor brand adoption and customer behavior to drive brand adaptation.

12. Play for cultural adoption by focusing on relevance to, reflection of, and influence on the culture.

13. Resist the temptation of overexposure.

14 . Empower your fans to help your brand become and stay successful in the market.