minds, relating the connections to new prod- ucts or ads. This makes acceptance of an ads message more likely, writing the brand indelibly into the minds of consumers, to be retrieved as they drive by stores or choose brands within the stores.    Use transgenerational appeal. The best of rockers reach across the ages with a transgenerational appeal. You see it most vividly in the appeal of Elton John, Aerosmith, and the Stones, but it is omnipresent in the bands described in this book. Theyve found the sounds and emotional appeals that transcend cultural values and ages. Thats what boomers want. Whether they are dining, traveling, or shopping, they like to be able to do it with their l e s s ons f ro m th e l eg end s o f roc k a nd ro l l |     children and their parents and sometimes both. This is changing the way winning firms configure stores and advertise products.     If classic rock were a restaurant, it might well be Max & Ermas. This middle-American restaurant has achieved growth and prof- itability with several strategies found in these pages including trans- generational appeal. Described in food books as the inventor of the gourmet hamburger, Max & Ermas goal is to serve the best gourmet hamburgers in America and help guests enjoy their dining experi- ence so much they cant wait to come back. The functional element of the brand-its outstanding hamburgers and other great food items-is complemented by its personality of being "the Hometown Favorite." Breaking through any negative images chain restaurants might carry with them, Max & Ermas decorates each store differently, featuring local artwork and pictures of local sports and commu- nity heroes, and in some stores local menu favorites. The personality of the firm, however, is derived from innovative local promo- tions directed by Bonnie Brannigan, vice president of marketing for Max & Ermas. Some stores open to the fanfare of the local high school band marching through the streets, sometimes stopping traf- fic, on its way to the stores ribbon-cutting ceremony-generating television and newspaper coverage more effectively and less expen- sively than through media advertising. What happens inside the store makes Max & Ermas a favorite among boomers. The music, a boomer-friendly selection, plays throughout, but at levels over which people can talk rather than yell. It also offers an eclectic food selection-one that cuts across tastes and themes-that allows children, teens, parents, and grandparents to find something they like. Because the food doesnt fall under the category of just Italian or Mexican, for example, people can eat there more often, which explains why Max & Ermas boasts twice as many frequent customers as its competitors, with lower advertising expenses. Just like the Rolling Stones, Max & Ermas figured out that its more profitable to serve existing customers more frequently than to acquire new ones. In fact, it calculates that the lifetime value of a customer reaches over $25,000. (Unfortunately, we dont know the