E mulate, Infiltr ate   Unless management acts, the more successful a firm has been in the past, the more likely it is to fall in the future. Sound counterintuitive? Actually, this statement is dead on, because many strategies that are successful in the marketplace are effective only so long as the envi- ronment is held constant. And especially in todays rapidly evolving consumer environment, that isnt very long. Legendary rock-and-roll bands achieve their status because they stay connected with fans and remain relevant to the culture. For many, this includes evolving the total band experience over time, from how, where, and when fans hear and experience the band to the look, sound, and overall image of the artists and their music. In addi- tion to creating new music, legendary bands reinvent themselves and avoid becoming outdated and irrelevant by:   S Touring-to spark renewed interest in the band and bring it into a new point in time for fans   S Collaborating with new artists-to associate themselves with new and contemporary sounds, introduce them to new fans, and accompany new memories   S Promotingand aligning with products and brands that are rele- vant to fans   S Releasinggreatest hits albums-to rekindle loyalty, stir memo- ries and emotions, and introduce new fans to already adopted music   S Embracingnewmediaoutlets-toreachaudiencesthrough new but accepted technology, from videos and DVDs to the Internet   S Repackaging(of music and personalities)-to reflect changes in accepted visual imagery, language, and topics and desired physi- cal appearance   Although these strategies focus on change, they demonstrate that an important key is to evolve without abandoning what has made the | Br a nd s Th at Roc k     bands successful in the past. As long as people listen to the music of Bob Seger, the Rolling Stones, and Elton John, these performers will