were central to KISSs fan-building strategy. Why? Because KISS could roll in and be the biggest thing to hit Wyandotte-perhaps ever-leaving a lasting impression in its wake. While the band might not make as big a splash or have as great an impact in Los Angeles or Chicago, where concerts by famous per- formers were commonplace, it could be the most exciting event of the year in towns that big-name bands ignored. This was grassroots marketing, rock-and-roll style. To build momentum and publicity, KISS courted the press every- where it went. Frankly, most people found the group so strange that it wasnt hard to get media coverage-though granted, it was often     less than flattering. Nevertheless, KISS focused on its impact on its fans. "From the time we started in New York City, our belief was always that we can love other bands. But alls fair in love and rock and roll," says Stanley. "When we hit the stage, our purpose and our mis- sion is to destroy any other band these people have heard before us or will hear after us." Consequently, announcing a KISS concert in a small, rural Amer- ican town was like throwing raw meat to hungry dogs. Kids living in these conservative towns were even more drawn to the drama of KISS because the rest of the townspeople were so against what they thought the band stood for. Concertgoers packed fairgrounds and skating rinks to live the KISS experience theyd heard about. Never rude and never turning away kids seeking autographs, KISS built its brand at the grassroots level. Farmers, blue-collar workers, and mid- dle America appreciated KISS coming to their usually neglected towns, where the band stirred up a media frenzy and a whirlwind of buying activity. In addition to traditional advertising, contests, and television and radio interviews, KISS promoted its brand through aggressive merchandising, placing order forms in their albums and selling T-shirts, belt buckles, posters and anything else they could brand KISS at concerts. KISS was a leader in generating merchandise revenue, capitalizing early on what brands like Ralph Lauren, Aber- crombie & Fitch, and Hard Rock Café have discovered-the best advertising possible occurs when your fans pay you to wear and to promote your brand. However, even after a series of sold-out concerts and with legions of fans living the KISS brand, album sales fell dreadfully short of the potential the band and its manager expected.     KISS Listens to Its Boss   In many respects, KISS had become one of the most successful rock-