touring- the primary source of income for these artists. Touring also provides the vehicle for classic bands to stay established in the culture, relevant to fans, and on the top of fans minds. How are classic rock bands doing in this area? Table 2.1 shows the top-10 largest-grossing tours of 2002. Of the top-10 bands, 7 have been around 20 years or more, disclosing the demand for genres of music and artists built to last. Concerts allow fans to enjoy an experience, but they also establish a connection between performers and fans, spreading a belief among fans that they "know" the individuals in the bands. Corporate brand builders can do the same by participating in special events (such as many do with college students during spring break), distribution of branded products at concerts and festivals, and personal appearances of the CEO and other executives in the media and at public events. Attitudes toward bands and brands have three primary com- ponents-affective (feelings), cognitive (knowledge), and behavioral (tendency to repeat past behavior). The good feelings (affection) of customers toward brands may be created by creative advertising and favorable word of mouth. These feelings are most resistant to change or competitors efforts when anchored in the knowledge (cognitive) component of attitude. The more times a consumer buys one brand over others (behavioral component) and is satisfied (rewarded), the greater the probability of buying that brand in the future. For bands, airplay and single sales may create the affective component of favor- able attitude, but it is touring, logo merchandise, publicity, fan clubs, and web sites that build the cognitive component and long-term behavioral loyalty to the classic band winners in Table 2.1.   40 | Br a nd s Th at Roc k     Technology has enhanced the possibilities for bands and brands to connect with customers both cognitively and affectively. In 1999, VH1 took steps toward upgrading its web site and wound up revamping the old, standby format for expressing fan devotion-the fan club. "Technology brought a new dimension to the fan club," says Darren Layne, interactive television analyst and former director of technol- ogy for VH1.com. Light years ahead of the fan club of the 1950s, the online version enabled fans to register on the VH1 site and choose which bands they wanted to follow. They received exclusive access to concert ticket presales and discounts on CDs; they swapped tickets and stories about their favorite bands. "This new-age fan club gave fans the ultimate sense of community-instant, real-time, persistent access to other fans, which allowed the band to become even more ingrained culture and in the lifestyles of the fans."