fro m the Legends of Rock and Roll             I can explain everything better through music. You hypnotize people to where they go right back to their natural state and when you get people at their weakest point, you can preach into their subconscious what we want to say. -JIMI HENDRIX       book on music and branding wouldnt seem complete, some- how, without a mention of Old Blue Eyes himself. Frank Sina- tr s music has touched millions of fans over the years, with classics like "Fly Me to the Moon,""Luck Be a Lady," and "My Way." During his legendary concerts, audience members would take a collective trip down memory lane with each song he belted out, reminiscing about good times and tough times, taking solace in the tunes they heard. Some evoked tears; some promoted smiles; all drew applause. But few songs inspired fans to sing along as much as "New York, New York" with its famous lyrics, "If I can make it there, Ill make it anywhere." Thats the world of rock and roll-the New York City of competi- tive marketplaces. It is hard to imagine a more fickle industry; one minute a song is hot, the next its passé. A rock star can go from in to out in the time it takes many corporations to agree on which