that cus- tomers 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 | Br a nd s Th at Roc k     scrapbooks. For fans, purchasing products and experiences is an investment in a healthy relationship they enjoy. There are several ways legendary rock bands forge and foster emo- tional connections with their fans, including:      Practice reverse customer intimacy. While much of corporate America is focused on CRM programs that help companies understand their customers better, many bands find ways to let fans get to know them more intimately. The better fans know a band through special information and personal experiences, the more likely they are to maintain a relationship with it. Aerosmith allows customers to get to know the band more intimately with remote staging and backstage tour packages, helping fans feel that they have a special relationship to the band. When the affec- tive (emotional) components of attitudes toward a brand are firmly anchored in the cognitive (knowledge) components of an attitude, they are highly resistant to change or competitive encroachment.      Keep angel fans engaged. Angel fans discover bands before they become stars, investing time, money and emotion in the success of the band. They take pride in the ultimate success of the band and are rewarded with bragging rights for picking a winning brand. John Mayer, 2003 Grammy winner, tells his angel fans to take tape recorders to his concerts and tape his music, which keeps them engaged in the concert experience and helps them create memories. This actually increases the likelihood that fans will buy the CD, because they will want a good-quality version of what they heard live. Whether its the KISS Army or the Talking Heads intellectual crowd, harnessing the support of angel fans is key to the adoption of new products ranging from Google to JetBlue.      Involve customers in the brand experience. There is a magical moment in Billy Joel and Elton Johns Face to Face concert in which the stars stop singing and let the audience take over. Thousands of people sing the lyrics to "Piano Man" in one col- lective voice-it is total fan involvement in the John and Joel brands. Similarly, Harley-Davidson fans experience total brand l e s s ons f ro m th e l eg end s o f roc k a nd ro l l |