of longevity emerges. The long-lasting successes of the Rolling Stones, Neil Diamond, U2, and other legendary bands are achieved through special relationships and connections with their fans, not just their own talent and competency. The lyrics, rhythms, and delivery of their music reverberate with the realities, desires, and aspirations of their listeners. Its the total music experience that impresses fans, and, in most cases, the lifestyles and personalities of 28 | Br a nd s Th at Roc k     the musicians as well. The response equals more than the sum of the individual attributes to create an extrasensory connection between band and fan. The reason for this emotional bond may not be apparent to the casual observer or completely understood by the bands and their fans, but it exists. Analyzed from a consumer behavior perspective, the rea- sons for the emotional connection are apparent. First, bands and songs evoke emotions in people. Just as the B-52s monster hit "Love Shack" might make you bop around in your seat, Whitney Houstons "I Will Always Love You" may reduce you to tears. Second, people often asso- ciate the specific emotions evoked by life events (both good and bad) with the soundtracks of their lives. Whether its Led Zeppelins "Stair- way to Heaven" (your first make-out song) or Gloria Gaynors "I Will Survive" (your first breakup song), these anthems become attached to strong emotions, which resurface when the songs are heard later. Emotional connections are not exclusive to the world of music. Some of the most profitable brands also create an extrasensory con- nection with consumers, evoking emotions just as powerful as those associated with music. Remember the loyal Coca-Cola fans who rioted and filed lawsuits demanding a return to the original formula when the company made the executive decision to discontinue Classic Coke and replace it with New Coke? Beyond preferring the taste of Classic Coke, fans saw this as an attempt to eliminate an old and trusted friend (brand) that had for decades been a part of their lives. And what about Harley-Davidson loyalists and weekend warriors who shed their cor- porate and professional titles on weekends to tour the country in leather-clad packs? Harley fans have been so vocal and influential that foreign governments have changed their environmental laws to allow the importation of "hogs". When an emotional connection with a brand occurs across a large group of people, it becomes adopted by a culture, emblazoned in the minds and lifestyles of those consumers. That is what happened to rock and roll with the help of Elvis Presley. Though he made a real connection with Americans in his own right lasting into the twenty- first Century, perhaps his greatest impact was being the conduit for the adoption of rock and roll by American culture. Legendary rock-and-roll bands are often conduits to the changing c r e at i ng cu lt u r a l ly r el e va n t br a nd s | 2 9     culture of markets. Bob Dylan, for example, is considered by many to be the voice of the baby-boomer generation. Elvis embodies the late