friend (brand) that had for decades been a part of their lives. And what about Harley-Davidson loyalists and weekend warriors who shed their cor- porate and professional titles on weekends to tour the country in leather-clad packs? Harley fans have been so vocal and influential that foreign governments have changed their environmental laws to allow the importation of "hogs". When an emotional connection with a brand occurs across a large group of people, it becomes adopted by a culture, emblazoned in the minds and lifestyles of those consumers. That is what happened to rock and roll with the help of Elvis Presley. Though he made a real connection with Americans in his own right lasting into the twenty- first Century, perhaps his greatest impact was being the conduit for the adoption of rock and roll by American culture. Legendary rock-and-roll bands are often conduits to the changing c r e at i ng cu lt u r a l ly r el e va n t br a nd s | 2 9     culture of markets. Bob Dylan, for example, is considered by many to be the voice of the baby-boomer generation. Elvis embodies the late 1950s and the end of an era of innocence; Bruce Springsteen repre- sents the working people of America. These types of characteriza- tions, from representing a generation or group of people to defining an era or time in history, are informal measures of the cultural adop- tion and long-term success of a band, sometimes recognized on a more formal basis by induction into the Rock and Roll Hall of Fame.       Are You in the Hall of Fame?   Marketers should ask themselves, "If there were a Hall of Fame for brands, would we be in it?" And if so, "Would our customers swoon with the same excitement and fervor as the fans of the music legends inducted into the Rock and Roll Hall of Fame?" Perhaps you are nod- ding in affirmation, or maybe youre hanging your head in shame. Or, perhaps, youre wondering, "Does it really matter?" Especially in todays competitive environment, where best-of-breed retailers and manufacturers have slashed operating expenses with leaner inventories and efficient logistics systems, branding is about seizing the increased profits that accompany greater share-from mar- ket share and closet share to share of wallet, time, and attention. Ulti- mately, it can also be viewed as share of heart, signifying the emotional connection between brand and fan that permits a premium price. Today, gaining share depends on more than just having a superior product. Contrary to popular belief, it also depends on more than