I started a relationship with a particular brand on April 24, 1976 when I went with fraternity brothers to a gymnasium on the campus of Appalachin State University in Boone, NC. For the last 33 years I have remained a fan with a loyalty that borders on the evangelistic.Over time, I've sampled every brand extension. Some stuck; others were just okay. Through it all I've come to admire the brand for what it represents: honesty, passion, fun, social consciousness, family values and community.
The boss of this brand is a charismatic leader. His hard work and attention to detail are legendary. He's been the subject of countless cover stories and books. On occasion, his personal life has been fodder for tabloid journalism but it never seems to sway him from his purpose -- to deliver each and every time the highest value brand experience to his customers.
If you've stayed with me this far -- and perhaps recognized in my photo the most famous Fender Esquire ever -- you've no doubt figured out that the brand I'm talking about is Bruce Springsteen & the E Street Band. I had the great fortune to join 549 other folks, including family & friends, in "the pit" for Springsteen's recent Chicago show. The pit is the standing room only area in the front of the stage. We didn't just see a show; we were in it, up close and personal. Every one of the "brand attributes" described here was in full force at the United Center on May 12th, providing ample evidence that building a durable brand really does matter.
