it mostly enjoys the ride that goes hand-in- hand with owning a brand that becomes a lifestyle.    Develop information and emotional exchanges with customers. Brands and customers exchange information. Descriptions of product features and care and usage instructions flow from the brand to the consumer, while feedback on product performance flows from the customer back to the brand. But brands and fans go one step further and exchange emotions, from feelings of nostalgia to outright elation, that fans receive from the brand, relay back to it, and convey to others. Whereas many brands convey emotions to customers through brand attributes-from the music that is used in advertisements to product design and color-those looking to connect emotionally need to provide a conduit for fans to express their emotions as well. Web sites are becoming increasingly important in this area. Whether its Amazon.com or Madonna.com, fans are more likely to become and remain engaged with a brand when they can communicate with it.     Each band featured in this book has connected with its fans by delivering an exceptional brand experience-not just good music on a CD, but an experience people live and remember. KISS is the king of concert experiences. To this day, fans flock to see the gruesome bunch strut around stage in makeup, costumes, and eight-inch heels, singing rock anthems of yesteryear, and setting the stage ablaze. But fans dont sit idly and watch the mayhem from their seats. They wear the makeup and costumes of their favorite band members, com- mune with other zealots, and live the entire concert experience. Starbucks fans may be as close to KISS fans as you can get in the world of corporate branding. They parade down the street sipping from their Starbucks cups. They spew out orders the way KISS fans shout the words to "Rock and Roll All Night," sharing a special lan- guage that includes such words as venti, nonfat cap, skinny, grande, and Frappucino. And although attending your first Starbucks concert-er, ordering at a Starbucks for the first time-can be intimidating, new 216 | B r a nd s Th at Roc k     fans quickly become part of the community of other Starbucks zealots, often while surfing on their Wi-Fi enabled laptops. How do Starbucks and KISS do it? With the right combination of product, atmospherics, and cast interaction. In addition to selling a functionally excellent product, Starbucks makes people feel part of a community or culture with an in-store experience providing indi- vidualized attention, service, options, and recognition.     Maintain and Adapt Great Brands Its More Profitable than Inventing Ne w Ones   One critically important truth rises from analyzing legendary rock bands-maintaining, adapting, and improving a bands existing "product" is usually more rewarding than inventing a completely new one. Many recording labels have forgotten this lesson. In the early