lessons are:   1. Create an emotional connection with your customers; nurture it over time.   2. Build brand loyalty, one fan group at a time. | B r a nd s Th at Roc k     3. Stay fresh in the market but true to your core sound or strength.   4. Evolve at a rate that doesnt alienate current customers.   5. Focus on the entire brand experience, not just the core product.   6. Develop talent continuously; package it well; relate it through multiple mediums.   7. Create realistic expectations that you can meet.   8. Match your message with your mission and your audience.   9. Exude energy and passion-they command respect and engage the audience.   10. Define the brand by more than just the product; include the functional and emotional attributes of the brand.   11. Monitor brand adoption and customer behavior to drive brand adaptation.   12. Play for cultural adoption by focusing on relevance to, reflection of, and influence on the culture.   13. Resist the temptation of overexposure.   14. Empower your fans to help your brand become and stay success- ful in the market.   These strategies, employed by the most successful rock-and-roll bands in music history, can boost a brands acceptance, sales, and rel- evance in the market and achieve the ultimate goal of every signifi- cant brand-adoption by a culture, the focus of Chapter 2. In the words of Steven Tyler, Aerosmiths flamboyant front man, the goal of his band is "to kick ass and leave a footprint"-to have a long-lasting effect on peoples emotions, experiences, and lives. f ro m b a nd lo ya lt y to br a nd lo ya lt y |     Rock and roll has done just that. It has become the global tongue- the common language now spoken throughout the world. As time goes on and rock and roll grows even deeper roots in society, it is beginning to write history, portraying in song what is happening in the world and also affecting history with its global reach. In fact, the adoption of rock and roll by modern culture is worth studying in and