classic rock. Why? Primarily because of the emotional connection that binds fan to band. The ability to evoke an emotional response-"Wow, thats the brand for me!"-is critically important for marketers looking to create loyalty among customers. Studying legendary rock bands reveals tactical les- sons on how to create lasting brands, including:    Forge and foster an emotional connection with fans.    Develop ways for your fans to incorporate the brand into their lifestyles.    Develop what your brand communicates to fans in terms of information and emotion.    Retain fans by continually improving the brand at a rate that doesnt distract from the overall positioning of the brand.    Stay fresh in the market, but true to your core sound or strength.      Create realistic expectations among customers and understand that their expectations will increase over time.    Reposition and update the brand by cobranding with brands that have appeal in the markets you are targeting.    Develop talent continuously, package it well, and relate it through multiple mediums.    Monitor brand adoption and customer behavior to drive brand adaptation.    Resist the temptation of overexposure-fans like to feel like they are part of something special.    Empower your fans to help your brand become and stay success- ful in the market.   If the stereotypical classic rock band were reincarnated as a port- folio of consumer brands, it would be Kraft Foods-an enduring example of how lessons described throughout this book apply to product brands. A little bit Rolling Stones and a whole lot of Neil Diamond, Krafts brand umbrella embodies what it takes to get onto retail shelves and stay there for decades. Its string of number-one hits rivals that of Elton John, just as the qualities and personality of its products rival his professional persona. Kraft is perhaps less hip than many of the brands cast in the mar- keting media spotlight, but it is sexy because of the profits it gener- ates. Not as glamorous as Victorias Secret or as funky as JetBlue, Krafts success results from masterful marketing of the mundane. It proves, however, that the principles pulled from the world of rock and roll apply to just about any product, including cheese, lunch meat, and frozen dessert topping.