unique identity. When Mick Jagger, Keith Richards, Ronnie Wood, and Charlie Watts walk on stage together, they are the Rolling Stones, but each draws screams from fans because of his individual person- ality. For instance, some people are huge Watts fans because they have an affinity for him greater than the connection they feel toward Jagger. Todays contemporary bands usually promote the name of the band, passing up the marketing effort required to promote indi- vidual personalities. Like the Rolling Stones, each Kraft brand has its own identity, any one of which may connect with consumers better than another family brand.     Function  Fun  Focused Brands   In their recent Face to Face tour, Elton John and Billy Joel electrified audiences with an integrated display of piano genius and personality. Their endless string of combined hits kept concertgoers emotionally engaged for over three hours, but it was their unique synergy that kept fans on their feet a majority of the time. John and Joel blend just the right amounts of function and personality to pack a powerful entertainment punch to even the most discerning fans. Though each artist has tremendous skill and personality, it is their collective for- mula that allows them to work as a successful team; John adds more parts function (with more serious piano interludes and focused demeanor) and Joel more parts fun (laughing more and jumping around the stage). Oscar Mayer-the leading hot dogs, cold cuts, and bacon brand in the United States-is Krafts Elton John, Billy Joel duet. The brand consists of quality, good-tasting lunchmeat marinated in vats of per- sonality. Just think of the Oscar Mayer Wienermobile. The giant     hotdog on wheels hit the roads of America in 1936; today, a fleet of them travels the United States, Puerto Rico, and Spain, leaving a trail of people singing the infamous jingle, "Oh I wish I were an Oscar Mayer wiener... . " Admit it. You remembered it, didnt you?     Let Fans Participate in the Brand   Oscar Mayer also lets fans participate in the brand. An even more popular jingle than the wiener anthem is the bologna anthem. It is Krafts Wal-Mart cheer-its "Rock and Roll All Night." The words, "My bologna has a first name, its O-S-C-A-R..." still resonate through the minds of boomers and Generation Xers alike. Today, however, kids may not sing the bologna song in the cafeteria, but they do talk Kraft at lunch when they assemble and trade Lunch- ables. This modern-day brown-bag lunch is really a kit of snack-sized food that kids like to eat and can assemble and eat, such as pizza and taco Lunchables. Kids get to play with their food and trade among themselves, while parents dont have to take the time to make lunch for them. Fan participation may also occur via web site, as Aerosmith has done well with its Notes from the Road section, chat room, and photo gallery. Similarly, Kraft spews out a slew of recipes and ideas about