staying drug and alcohol free as they are to creating great music, per- haps more so now than ever. Their addictive tendencies are still present; they just channel them into working out, eating healthy, and working hard. Tyler, the group elder, turned 55 in 2003, but to see him perform youd never guess his age. The sheer energy and elec- tricity he, Joe Perry, and the rest of the group exude during a concert are impressive at any age, let alone an age our parents told us meant retirement, arthritis, and comfortable shoes. But vitality takes hard work. There are the grueling workouts and hours on the treadmill. Tyler, especially, is also known for his strict diet-opting for carrot juice rather than the beer he used to chug. How ironic it is that peo- ple who used to abuse their bodies can now serve as poster children for physical fitness; that is total brand reinvention. Another key to Aerosmiths success has been fan involvement. Its angel fans supported the band during its early days, followed its members during their ascent up the ladder of rock-and-roll success, stuck by them as they tumbled back down, and cheered their bands reinvention and rise back to the top. The key for brands and bands is to keep the attention and loyalty of those initial fans who might have been attracted to the newness of their discoveries by involving them in the process and maintaining intimacy. For Aerosmith fans who have held on and enjoyed the somewhat stereotypical rock-and- roller-coaster ride, their reward lies in the atypical, surprise ending that the band continues to craft. The greatest testament to Aerosmiths reformulation strategies is the fact that its greatest accomplishments have come postreinven- tion. Mass popularity followed a string of hit songs and award- winning videos, including "Dude Looks Like a Lady," "Love in an Elevator," "Angel," "Crazy," "Livin on the Edge," "What it Takes," and "Sunshine." It wasnt until 1997 that Aerosmith would have a Bill- board number-one hit. "I Dont Want to Miss A Thing," the theme song for the movie Armaggedon, which starred Liv Tyler (Stevens daughter), finally gave Aerosmith the spot it so rightly deserved. Since its reinvention, the group has also won fashion awards, teen music awards, and Grammys, proving that some new, improved 172 | Br a nd s Th at Roc k     products are actually new and improved. In 2001 alone, the band headlined the Super Bowl halftime show, played the American Music Awards, hit number one with "Jaded," won an award for best teen rock song, and was inducted into the Rock and Roll Hall of Fame. The band was everywhere, making fans salivate at the chance to see them live, which fueled ticket sales for the Just Push Play tour.