The success that followed Johns return to his core strengths and the way JetBlue is changing air travel prove that great brands must mas- ter both the functional and emotional elements in order to develop and grow a fan base.

To paraphrase his hit song of the early 1980s, Elton John is still standing. In fact, he continues to stand tall among a host of newer

Brands That Rock

and younger musicians and entertainers for several reasons. Para- mount to his continued success is his musical talent, but also impor- tant is the person he has become in the past decade. The Elton John brand has evolved to stand for much more than loud costumes and excess; it stands for human rights, AIDS activism, charity, and good music. Some critics might say it also stands for commerciality, which he joked about while inducting Elvis Costello to the Rock and Roll Hall of Fame in 2003, cracking, "Ive gone the commercial route, but hey, someones gotta pay for this hair." We prefer to think of Elton John as simply a savvy marketer.

ts hard to believe that four guys who look like they just ascended from hell-clad in outrageous makeup, black spandex costumes, and platform shoes-could become an endearing thread in the fab- ric of American music. KISS invaded the music scene in the 1970s with hard-hitting rock-and-roll tunes and shows that broke the rules of the concert experience of that day. It wasnt long before legions of kids sang the bands songs and sported its makeup, much to the dis- may of parents who wished they would behave more like those nice Brady kids on television.

But following KISS became a lifestyle for a lot of fans. Much like the Grateful Deads Deadheads, the KISS Army, as its most dedicated fans were known, followed the band from city to city in full makeup and dress and communed with other zealots.

Unlike the other bands featured in this book, however, KISSs rise to stardom didnt bring with it a number-one record or great critical acclaim. Nor did the band go on to win a coveted Grammy award, or many other major awards, for that matter. KISS did, however, win over fans and score big at the cash register, generating hefty profits for the band.

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Fast-forward 30 years and picture yourself in a meeting with a