as rock and roll. If it were not for the post-World War II prosperity and the economic and social environment of the mas- sive numbers of teenagers-todays baby boomers-the transforma- tion would have been much different, if it happened at all. To achieve cultural adoption, brands need to reflect and influence the market.    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.    Embrace technology, but understand how to use it best. The Rolling Stones tried to relate to its audiences interest in the Inter- net 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.    Highlight the aspects of a brand that redefine a norm or standard. The bands featured in this book are standouts in terms of | Br a nd s Th at Roc k     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 peoples 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. Simi- larly, 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 high- lights 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.    Predict the future with pop music. Music predicts the future, as probably do many of the creative arts. Sociological research jour- nals have published studies by academicians on this topic for years, generally concluding that musicians from Mozart to Jay-Z reflect incipient trends in a culture. A half-century ago, Ten- nessee Ernie Ford dominated the pop charts with his hit "Sixteen Tons," foreshadowing a general awakening of public and corpo- rate concern for the economic and physical afflictions-such as black-lung