onto the Jumbotron to the rest of the crowd. What Aerosmith demonstrates is the power of intimacy in creating loyalty. But it also shows that band loyalty is not just about the band | Br a nd s Th at Roc k     knowing its fans (the focus of most literature on customer loyalty); its about the fans knowing the band on a different level of intimacy than casual listeners. Thats where the emotional connection-the feeling that "I can relate to these guys"-comes into play, and every marketer knows that emotions last longer than slogans. Reverse customer intimacy is at work in corporate America as well. Some firms achieve it by putting a personal face on the company or the brand, as Wendys did with founder Dave Thomas. For 12 years, he starred in a series of television ads that showed him doing every- thing from gardening to driving a motorcycle. Customers developed such a liking for the genuine, everyday guy, they felt that they knew him, and through him they got to know the brand better. When Thomas died in 2002, restaurant managers reported that fans all over the country stopped that day to have a Wendys-in honor of Dave. Reverse customer intimacy is also at work at Starbucks when cus- tomers get to know the people who take their orders. While the rela- tionship is initially formed by the employee who recognizes customers and remembers their orders, it is internalized when the customer feels comfortable enough to initiate conversation with the employee. Regu- lars feel that they know the brand better than other customers because they have closer personal ties to it. Crate & Barrel accomplishes reverse customer intimacy with out- standing product signage in its stores. Customers attracted to a dis- play of glass vases can read about them in detail-where they are made, how they were discovered, whether they are handmade, and the like. The information acts as a mechanism to further the cus- tomers relationship to the brand.       Oh Yeah!   After three decades of making music, Aerosmith has become a cultural icon-adopted by and welcomed into the lives of millions around the globe. It has evolved the Aerosmith brand and built band loyalty by reflecting changes in society and remaining relevant in todays culture. Its story is one of brand reinvention and what it takes to create a brand that is better than the original version. a e ro s m i th : r e i n v en t i ng a roc k-a nd - ro l l b a nd | 171