would be grabbing the attention of these baby boomers long enough to get them to even consider a Cadillac, let alone take a test drive. In order to cut through the clutter of contemporary advertising, reinvent the brands personality, and form an emotional connection with potential customers, Cadillac turned to rock and roll-the conduit to puberty, family, love, and other emotion-evoking times and moments for its target market. Its 2002 Super Bowl ads featured anything but the refined and hushed voices that traditionally characterized Cadillac television ads during Sunday golf tournaments. Instead, viewers heard Robert Plants screamy voice singing the Led Zeppelin classic, "Been a Long Time." Cadillac General Manager Mark LaNeve explains, "Cadillacs re- surgence in the luxury marketplace is the result of incredible new products, combined with a new contemporary, pop culture attitude. The Break Through advertising campaign, with the use of legendary music from an iconic band, has certainly helped to change Cadillacs image with a new generation of luxury car enthusiasts." The Escalade is everywhere cool people and cultural influencers are and everywhere people who aspire to be cool want to be. At the 2003 Super Bowl, an event in which classic rock-and-roll songs dominated every time-out on the field, Escalades-usually black-were every- where, along with the CTS and other Cadillac models. The brand is | Br a nd s Th at Roc k     recapturing the position Cadillac occupied with the Hollywood set of the 1950s and 1960s. Today, the Escalade dominates product place- ment in music videos and is the new vehicle of choice for rap and rock musicians. In an urban school in a large Midwestern city, teenagers were asked by their teacher what car they would choose as their dream car. The answer was unanimous-the Escalade. The new Cadillac brands scream vitality to potential buyers. Their electricity borders on that felt at an AC/DC concert, while their energy is reminiscent of what Mick Jagger exudes during one of his marathon concerts. And while the Stones update themselves, they never do it at the peril of alienating current fans; Cadillac has also done this well. Neither organization can afford to ignore some of its fans, even if they dont represent a majority of future potential growth, as they do repre- sent significant current sales, and both Cadillac and the Stones have made a commitment to continue to keep them engaged. For Cadillac, fulfilling its brand promise will ultimately determine how successful the companys efforts to reinvigorate its classic brand will be. As of today, Cadillac is rolling again.       Rockers of the Cent uries   The Rolling Stones exemplify how to change your brand to stay rele- vant in the market without abandoning core strengths. Their efforts to update themselves are not so much about attracting new fans as