representing a generation or group of people to defining an era or time in history, are informal measures of the cultural adop- tion and long-term success of a band, sometimes recognized on a more formal basis by induction into the Rock and Roll Hall of Fame.       Are You in the Hall of Fame?   Marketers should ask themselves, "If there were a Hall of Fame for brands, would we be in it?" And if so, "Would our customers swoon with the same excitement and fervor as the fans of the music legends inducted into the Rock and Roll Hall of Fame?" Perhaps you are nod- ding in affirmation, or maybe youre hanging your head in shame. Or, perhaps, youre wondering, "Does it really matter?" Especially in todays competitive environment, where best-of-breed retailers and manufacturers have slashed operating expenses with leaner inventories and efficient logistics systems, branding is about seizing the increased profits that accompany greater share-from mar- ket share and closet share to share of wallet, time, and attention. Ulti- mately, it can also be viewed as share of heart, signifying the emotional connection between brand and fan that permits a premium price. Today, gaining share depends on more than just having a superior product. Contrary to popular belief, it also depends on more than marketing and advertising budgets that support short-lived promo- tions or ad blitzes. Increasingly, it is the firms brand and its fans that helps the organization through tough times, carrying it into higher profitability during good times.       Beco ming Part of the Fabric of America   When evaluating the cultural adoption of a brand, the brands that last, marketers should ask, "If we were painting a picture of American 30 | Br a nd s Th at Roc k     life, would our brand be a part of it?" For example, a portrait of a typical American shopping scene would likely include a Wal-Mart greeter, while a holiday shopping scene would feature bustling shop- pers toting Bloomingdales iconic big brown bags in New York or vis- iting Marshall Fields at Christmas in Chicago. An outdoor cookout scene would likely include a Weber grill, bottles of Heinz ketchup, Oscar Mayer hot dogs and Frenchs mustard (who, during the Iraq War, quickly explained that, "Our name may be French, but were not yellow"). Successful brands, like legendary bands, try to hear the "background music" that accompanies these scenes to determine whether they are part of the soundtrack of consumers lifestyles. How do your brands fare? How prevalent are they in the snap- shots that define your customers lives and fit their consumption patterns? Your brand helps establish a relationship-an emotional connection-with consumers and society for your product or organization. One of the valuable lessons rock and roll offers people involved