Standing Ovations Lead to Encores At first glance bands and brands may seem worlds apart, but after close consideration it’s clear that they differ by little more than a letter. Both strive to create fans, going beyond what it takes to capture customer attention and delving into the realm of loyalty. Brands that maintain top shelf positioning in consumer’s minds and win market share and wallet share connect with people at a much deeper level than their competitors.

So next time the Rolling Stones, KISS, Elton John, Aerosmith, Madonna, Neil Diamond, or any other legendary band invades your town, go to the concert. Experience firsthand the emotions you and the thousands of people around you feel, and think about how to capture some of that in your brand, whether that brand is a product or yourself. These bands prove that forging emotional connections with fans and fortifying them over time leads to long term revenue streams. That requires getting under their skin, into their souls, and connecting to something even fans have a difficult time describing.

But they feel it; they know it’s there.

It’s what happens when girlfriends get together and dance around to “Holiday” by Madonna. Or when guys get together and play air guitar to AC/DC’s “You Shook Me All Night Long.” The emotions are different, the intensity the same. The combination of emotion and intensity creates within people a devotion to the music they love and the bands that create it. It’s what keeps classic rockers performing night after night, city after city. It’s what keeps people buying new releases of old favorites. It’s what brings audiences to their feet, screaming for another encore when the band has already played three.