proposition. "Just for the Taste of It" is a short, memorable statement of the principal benefit desired by cus- tomers. Elton John and his famous pals from the past deliver it in a manner guaranteed to attract the attention of television audiences and download the message into their long-term memories. Thats what a great commercial should do, allowing consumers to retrieve the USP when theyre ready to purchase. Elton John also relates to his fans beyond the television commercial. At his concerts, an ice bucket is always nearby, and the seemingly bot- tomless Diet Coke can is in his hand between songs and by the piano during the performance. But it doesnt stop there. Weve watched his performance, admiring his marketing flair as he makes sure the Diet Coke logo is displayed to the audience, usually in a position that the I-Mag projection cameras cant miss. Add to the campaign his credi- bility as an endorser because of his lifelong struggle with weight, and its easy to understand why the relationship between Diet Coke and Elton John is one of the classic success stories in the role of sponsor- ship in brand building. c r e at i ng cu lt u r a l ly r el e va n t br a nd s | 5       Understand, E mulate, Infiltr ate   Unless management acts, the more successful a firm has been in the past, the more likely it is to fall in the future. Sound counterintuitive? Actually, this statement is dead on, because many strategies that are successful in the marketplace are effective only so long as the envi- ronment is held constant. And especially in todays rapidly evolving consumer environment, that isnt very long. Legendary rock-and-roll bands achieve their status because they stay connected with fans and remain relevant to the culture. For many, this includes evolving the total band experience over time, from how, where, and when fans hear and experience the band to the look, sound, and overall image of the artists and their music. In addi- tion to creating new music, legendary bands reinvent themselves and avoid becoming outdated and irrelevant by:    Touring-to spark renewed interest in the band and bring it into a new point in time for fans    Collaborating with new artists-to associate themselves with new and contemporary sounds, introduce them to new fans, and accompany new memories    Promoting and aligning with products and brands that are rele- vant to fans    Releasing greatest hits albums-to rekindle loyalty, stir memo- ries and emotions, and introduce new fans to already adopted music    Embracing new media outlets-to reach audiences through new but accepted technology, from videos and DVDs to the Internet