S Fan retention depends on brand relevance. Famed songwriter and performer Bob Dylan had always played folk music at the acoustic level, but as the Byrds, the Rolling Stones, and the Beatles changed the landscape of music, he ran the risk of being evolved right out of the market. Subsequently, he took folk music electric and contemporized himself. The songs were the same, the words were the same, but the delivery was altered and the relevance enhanced. Fans stuck with Dylan because he evolved to reflect changes that fans seemed to follow among other musicians.

S Embrace technology, but understand how to use it best. The Rolling Stones tried to relate to its audience’s interest in the Internet by incorporating a computer interface that showed which songs audience members voted to hear. Though its execution was poor and it was quickly pulled from the show, the attempt caught the attention of the media, which credited the Stones with trying to be relevant in the new, technology oriented marketplace.

Releasing its most recent single on AOL did connect with fans, however, and positioned the band as technologically up to date.

S Highlight the aspects of a brand that redefine a norm or standard.

The bands featured in this article are standouts in terms of redefining cultural norms. Mick Jagger puts a new twist on age, dispelling the notion that once you reach 60, you are doomed to a world of elastic waistbands and orthopedic shoes. Rather, he gains people’s respect with his endless energy, spry body, nonstop dancing, and phenomenal performances at a lifestage at which many people have retired from far less hectic professions. Similarly, Tina Turner and Cher have redefined sexiness-proving that women over the age of 50 (and in the case of Turner, 60) can not only outperform their twenty something counterparts, but that they can be every bit as sexy as well. Just as Jagger highlights his nonstop energy and Turner her nonstop legs, JetBlue highlights its value prices, clean interiors, efficient check ins, and fun attitude in its brand, helping it to redefine the norm of airline travel and position it as a leader in that arena.

Before graduating, she led the fundraising campaign for a class gift, which normally raised a few thousand dollars-her class raised over $120,000.

Not surprisingly, she quickly rose in the ranks at Kraft, where today she is known for her nearly boundless energy and passion, constant contact with associates at every level throughout the company, and focus on maintaining Kraft’s dominant brand positioning.

People who work with Betsy report that she is still a teacher, showing why as well as how brands connect with customers so well that they become fans. Holden personifies the values of the corporation and the energy and passion of its brands with the same intensity as Jagger represents the Stones.

Kraft’s overall branding strategy reads like a summary of the rockand roll lessons highlighted in this article. Among them: Provide consistent products of the highest quality that delight current fans, gradually change the product to remain relevant to changing lifestyles and cultures, and package products with a personality that connects with existing fans and attracts new ones. Whether for Kraft or Madonna or the Rolling Stones, it’s a sound strategy that wins fans and influences profits.

Strategies for Getting into the Branding Hall of Fame The greatest rock and roll bands of our time have been inducted into the Rock and Roll Hall of Fame, a contemporary masterpiece that rises above the shore of Lake Erie in downtown Cleveland. A trip to the museum is a must for music lovers-it ignites imagination, overwhelms the senses, stimulates creativity, and fills visitors with a sense of awe. The bands featured there are brands that are larger than life, representing the talent, ambition, guts, and marketing savvy that stardom requires. These bands’ sagas teach what it takes for brands to become cultural icons. They also teach what it takes, at a personal level, to succeed in fulfilling dreams.

Finally, we would like to thank the most important people in our lives-our families. Roger would like to thank his parents, Dale, who at 88 years of age scoured the Internet for up to date music information, and Rheva, who baked cookies and showed her love in many ways. Special thanks to Becca Blackwell, who always provides muchneeded comic relief, and Christian and Frances Blackwell, whose emotional support will always be remembered, as will the hugs and laughter of Josette and Lindsey. Tina would like to thank her parents, Trudy and Al, for their extraordinary love and unwavering support during this process; it will always be cherished, perhaps more than they will ever know. Gavin Cadwallader’s insights into popular music and Anna Cadwallader’s unending energy and hugs are deeply appreciated as well. Special thanks also to Tina’s “research associates”- Karen Kasich, Christine Demos, Dara Pizzuti, Holly Hollingsworth, and Susan Meeder-for their true friendship and to “The Quartet” for their newfound friendship and support. Finally, Tina gives special thanks to God for His unending wonders, especially the gift of sunshine, which brightens every day and reminds her of the difference between existing and living.

After collaborating on eight books together in 12 years, we realize that we’ve taken a few steps toward the “legendary band” category of ackno wledgments | xi the business article world. For us, a great rock concert is somewhat reflective of writing a article. Our written concerts begin with an idea that sparks our curiosity, fuels research and deep discussions, and ignites the passion and energy required to complete a manuscript.