attributes of the brand include all of the interactions cus- tomers have with the JetBlue experience, from ease of check-in and comfort of the seats to price and safety. The emotional attributes, on the other hand, include the brand image, personality, and promise that help create a connection with customers. Some functional elements, such as the design of the Volkswagen Beetle, create emotional connec- tions with consumers, while some emotional elements, such as the Pez candy dispenser, have functional qualities that attract customers. The process of creating one unified identity that encompasses attributes in both of the categories comprises the architecture of a brand, and Elton John provides an amazing case study in this area. John demonstrates how the functional and emotional elements relate to create an overriding brand image and position. It is clear how he has worked over the years to develop his musical talents and performance skills to perfect the functional attributes of the Elton John brand. While those attributes seem difficult to master, honing the emotional elements of his brand proved to be challenging as well.     Developing Eltons E motional Side   Before the success of Elton John, Johns career was progressing mod- estly. But to become a star, a master of music marketing, he needed to continue the transformation of his brand personality. John needed to look and act more like what he aspired to be-a rock star.     His first challenge was changing his look, otherwise known as design and packaging in the world of consumer products. The fact of the matter is that there arent many fat rock stars, and at times he was as rotund as the spectacles he wore as a child. He needed to lose weight, and did, although it has been a lifelong battle that has haunted him with bouts of bulimia. His second challenge was developing a commanding stage pres- ence. During his early live performances, John stood on stage or at the piano, awkwardly holding the microphone, devoid of any real personality. Clean-shaven with short bangs across his forehead, this shy guy exuded anything but confidence to his audience-in fact, he appeared somewhat embarrassed to be on stage. He hadnt mastered