Similarly, profitable businesses and brands are grippingly rele- vant to key market segments-those that are currently profitable or possess potential for future growth. The best of the best expand the relationship from one segment to become core, mass-market brand- ing successes. This is more likely to occur when the values and lifestyles linked to a brand are closely aligned with the behavior, whether actual or aspirational, of customers and their culture. Verizons recent advertising campaign resonates with American culture today. The slogan "Can you hear me now?" in Verizons clever television ads reflects the sentiments of people frustrated by poor cellular phone connections. You can hear people waiting in airport concourses or walking down the street uttering the phrase as they try to maintain communication with the person on the phone. Its a slo- gan adopted by the culture, as much as the phrase "Elvis has left the building." Achieving cultural relevance is the first phase in marketplace acceptance, but legendary bands will tell you its also about staying rel- evant to a culture, using core products to reinforce relationships with existing fans and attract new ones. Hence, the "greatest hits" albums. This is a lesson learned by legendary brands such as food marketer Heinz, which successfully introduced green ketchup, attracting new fans-children who probably enjoy playing with the ketchup as much as eating it. Green ketchup enlisted a new generation in the battle with salsa for market share, but Heinz didnt abandon its classic hit-red ketchup. During 2002, Aerosmith toured the United States promoting Oh Yeah! and the Rolling Stones promoted Forty Licks, both "new" al- bums that featured decades of their greatest hits with a few new songs thrown in to satisfy fans looking for something new. This is beyond repackaging old music and selling it to existing fans; it is really about 38 | Br a nd s Th at Roc k     reestablishing a brand within a culture and creating a transgener- ational fan base. From its latest greatest hits collection, Aerosmith released the "Girls of Summer" single and video, with airplay and cov- erage on MTV and VH1. As new, younger fans became interested in the album for this new track, they were introduced to the bands anthology and music ingrained in the culture for generations.     Brands That Last   Some bands remain relevant for decades, releasing albums that com- bine new songs with classic hits and provide a reason for 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