Several common themes, lessons if you will, rise from the close study of why some bands have remained successful decade after decade and why most have had a few hit songs and scurried off into oblivion. Though dozens of strategies leap from previous chapters of this article, some of the overriding principles learned from analyzing the careers of Elton John, KISS, the Rolling Stones, Aerosmith, Madonna and Neil Diamond are: S Emotional connections turn customers into fans.

S Maintaining and adapting existing brands is more profitable than inventing new ones.

S Legendary brands evolve to stay culturally relevant.

S Passion and energy create brands people want to adopt.

S Being the best often evolves by borrowing from the best.

S Baby boomers rule much market demand.

Marketers looking to create legendary brands-those that capture a place in the fabric of mainstream culture-take note. Famous rock stars have succeeded in ways that few brands have. Here are some of the ways they’ve done it.

Emotional Connections Turn Customers into Fans Studying the success stories of legendary rock bands reveals that customers buy a product, but fans invest in a relationship. When fans buy the latest Red Hot Chili Peppers CD, they invest time, money, attention, and emotion in furthering their connection to the band.

Buying a concert ticket not only lets fans reinforce their ties to the Chili Peppers, but lets them add another experience to their memory scrapbooks. For fans, purchasing products and experiences is an investment in a healthy relationship they enjoy.