users experience, do it. Because its not perfect, being dominant isnt good enough. And the maniacal attack on imperfection reflects a genuine belief in the primacy of the customer." Similar to the sense you get in talking to Weymooth and Frantz about the Talking Heads, theres something about the Google brand that makes it feel pure-less of a commercial sellout than many Inter- net inhabitants, even though it now partners with Internet giants such as AOL. Without the ballyhoo of an IPO or expensive advertis- ing, Google lets its customers do the evangelizing for it. First, win the nerds; then let them win the rest of the world. It worked for the Talk- ing Heads, and its working for Google.     Reflecting Society to Make an E motional Connection   Businesses, not-for-profit organizations, and government leaders, to name just a few types of marketers, are wise to study popular music for a very important reason. Popular music often predicts changes in mainstream culture well before mainstream culture recognizes the change. In the 1960s, when mainstream America and the political leadership were still supportive of the Vietnam War, they could have detected the winds of change by paying attention to the music of Peter, Paul, and Mary; the Kingston Trio; Bob Dylan; and others. Madonna was a leading indicator and reflector of changing sexual mores in the 1980s and continues to be on the cutting edge today (see Chapter 7). From Cat Stevens to rapper Jay Z, music changes as society changes-reflecting changes in peoples lifestyles and moods. Winning marketers monitor changes in the culture and its music and reflect them in their brands. Why? Because problems arise from life, and firms that address top-of-the mind issues by developing | B r a nd s Th at Roc k     solutions to perceived problems-and do it well-are rewarded with robust sales, brand loyalty, and willingness to pay premium prices even in difficult markets. Lifestyle trends affect a myriad of marketing strategies and tactics, including product design, positioning, packaging, advertising, and distribution. Witness Campbells recent introduction of soups that come in heat-and-drink cups, designed specifically for people who dont have time to eat anything requiring a table or utensils. Similarly, a recent ad for Tide laundry detergent focuses on a single mother get- ting ready for a date, dressed in a freshly washed sweater and armed with dating advice from her teenage daughter-a far cry from June Cleaver themes of the past. Typically, brands are analyzed from the perspective of products-either consumer or industrial-and ser- vices ranging from financial institutions to health care systems. Most books on branding, including this one, reflect this emphasis. The nature of brands and winning strategies that make them culturally relevant is more comprehensive, however, recognizing an increasing importance to develop culturally relevant brands for retail organiza- tions, for professional persons, and ultimately, for the most important brand of all-the brand called You.