energies meld to form an entity that is much stronger than the mere sum of its parts. Rising from the ashes of burned bridges, bruised egos, and thou- sands of shared joints came the new Aerosmith, one that would expe- rience more success-both financial and personal-than the original band. Getting clean and sober was key in restructuring the band, especially since all of the original members were back on board. Today, as the band approaches 15 years of sobriety, each member is quick to say that life is more rewarding and focused than ever before.       Not the Same Old Song and Dance: Reintroducing the Aeros mith Br and   Reentering the rock arena meant reintroducing the Aerosmith brand to a market that had changed during its absence. Hard rock had given way to the hair bands* and new-wave punk sounds of the 1980s, and music had taken on a new visual dimension with the invasion of MTV. To complicate things further, Aerosmith hadnt left the music scene with a good reputation because the bands performances had suffered fiercely due to the members abuse of drugs. Many labeled them washed-up has-beens-victims of the excesses of success.     Reinvention with Brand Discipline   Formulating Aerosmiths comeback was challenging at best. What would be the right combination of newness that would make the band relevant in the music scene and familiarity that would enhance the     *Not to be confused with hairballs, hair bands consisted of well-coiffed, long- haired young men who belted out rock songs that were big on sound and small on substance. Some bands, such as Bon Jovi, proved later that they were about more than their teased dos and snazzy outfits, but many remain permanently entombed in the video archives of the 1980s. | Br a nd s Th at Roc k     loyalty of its current fans? Brand managers advising Aerosmith might have counseled the group on the importance of brand discipline- remaining true to a brands personality and image. Did that mean changing the look and dress of the band, its sound or genre of music, or the personalities of its members? Did it mean adapting to the new medium or playing to Aerosmiths strengths of the past? Did it mean collaborating with a hot new band to grab attention in the new music arena?