the Stones. Krafts overall branding strategy reads like a summary of the rock- and-roll lessons highlighted in this book. Among them: Provide con- sistent products of the highest quality that delight current fans, gradually change the product to remain relevant to changing life- styles and cultures, and package products with a personality that connects with existing fans and attracts new ones. Whether for Kraft or Madonna or the Rolling Stones, its a sound strategy that wins fans and influences profits.       Str ategies for Getting into the Br anding Hall of Fame   The greatest rock-and-roll bands of our time have been inducted into the Rock and Roll Hall of Fame, a contemporary masterpiece that rises above the shore of Lake Erie in downtown Cleveland. A trip to the museum is a must for music lovers-it ignites imagination, overwhelms the senses, stimulates creativity, and fills visitors with a sense of awe. The bands featured there are brands that are larger than life, representing the talent, ambition, guts, and marketing savvy that     stardom requires. These bands sagas teach what it takes for brands to become cultural icons. They also teach what it takes, at a personal level, to succeed in fulfilling dreams. Several common themes, lessons if you will, rise from the close study of why some bands have remained successful decade after decade and why most have had a few hit songs and scurried off into oblivion. Though dozens of strategies leap from previous chapters of this book, some of the overriding principles learned from analyzing the careers of Elton John, KISS, the Rolling Stones, Aerosmith, Madonna and Neil Diamond are:    Emotional connections turn customers into fans.    Maintaining and adapting existing brands is more profitable than inventing new ones.    Legendary brands evolve to stay culturally relevant.    Passion and energy create brands people want to adopt.    Being the best often evolves by borrowing from the best.    Baby boomers rule much market demand.   Marketers looking to create legendary brands-those that capture a place in the fabric of mainstream culture-take note. Famous rock stars have succeeded in ways that few brands have. Here are some of the ways theyve done it.