The Rolling Stones just celebrated their 50th year. You may have seen them on the 121212 televised benefit or pay per view. Some may have been lucky enough to attend a concert with tickets selling for up to $50,000.00 on the secondary market (scalping).
The Stones of course are more than a rock band. They are in fact an international brand and big business. Some reasons (in addition to talent) for their branding success:
Consistency– the Stones have not innovated or created disruption, including writing new tunes in a very long time. This goes against common wisdom for other products and services. Blues, rock and music in general does not demand constant innovation for success. Musical standards decades old still receive popular acclaim. See: Eric Clapton, Elton John, Pink Floyd, The Beatles, Frank Sinatra, Bing Crosby, Nat King Cole, Luciano Pavarotti and others. The stones do what they do best and deliver what fans want.
Limiting Exposure– is an art form for the Stones. The last time they were in public view was 5 years ago. You may forget most bands completely in less time. Rarely if ever do you see The Stones in product placement. They even have limited exposure on Twitter with 250,000 followers.
Go Deep, Not Broad– Instead of social conversations, Stones fans share. Although this may seem counterintuitive, one should listen and see musical performances not necessarily talk about them.
Sell– as limited as the Stones’ exposure or in part because of it, The Rolling Stones continue to sell out huge arenas and have successful pay per view events.
Ultimately, The Rolling Stones have created a fan base that is comprised of loyal advocates and evangelists. These fans are Customers For Life with a significant lifetime customer value.