that rock music has affected your view of the world. -NATIONAL REVIEW, FEBRUARY 24, 1989   rands, like bands, can generate significant profits when everyone from salespeople to CEOs are focused on turning customers into fans and nurturing a robust fan base. This first, vital, step promotes cultural adoption of a brand, which can translate into brand loyalty and sales even during an economic slowdown.   E motional Br anding   Examine closely the rock-and-roll stars that span generations and an important principle of longevity emerges. The long-lasting successes of the Rolling Stones, Neil Diamond, U2, and other legendary bands are achieved through special relationships and connections with their fans, not just their own talent and competency. The lyrics, rhythms, and delivery of their music reverberate with the realities, desires, and aspirations of their listeners. Its the total music experience that impresses fans, and, in most cases, the lifestyles and personalities of 28 | Br a nd s Th at Roc k   the musicians as well. The response equals more than the sum of the individual attributes to create an extrasensory connection between band and fan. The reason for this emotional bond may not be apparent to the casual observer or completely understood by the bands and their fans, but it exists. Analyzed from a consumer behavior perspective, the rea- sons for the emotional connection are apparent. First, bands and songs evoke emotions in people. Just as the B-52s monster hit "Love Shack" might make you bop around in your seat, Whitney Houstons "I Will Always Love You" may reduce you to tears. Second, people often asso- ciate the specific emotions evoked by life events (both good and bad) with the soundtracks of their lives. Whether its Led Zeppelins "Stair- way to Heaven" (your first make-out song) or Gloria Gaynors "I Will Survive" (your first breakup song), these anthems become attached to strong emotions, which resurface when the songs are heard later. Emotional connections are not exclusive to the world of music. Some of the most profitable brands also create an extrasensory con- nection with consumers, evoking emotions just as powerful as those associated with music. Remember the loyal Coca-Cola fans who rioted and filed lawsuits demanding a return to the original formula when the company made the executive decision to discontinue Classic Coke