Aerosmith has been aware of the critical role that branding plays for quite some time. In the band's 1997 autobiography, Walk this Way, bassist Tom Hamilton acknowledged that, given their strengths and limitations, the band "really [has] to give people a reason to keep listening to them." They do just that via their website, Aeroforce One, where fans have a tremendous amount of access to and participation with the band. Aerosmith is rock 'n' roll, but in an unpretentious way. Their website conveys this image of being down-to-earth, approachable musicians.

Functionally, the website is content-strong and allows newcomers and fans alike to access basic and entertaining information. Need to know when lead singer Steven Tyler is appearing on the sitcom Two and a Half Men or when the band is appearing on entertainment-news program Access Hollywood? Want to see pictures of Mötley Crüe drummer Tommy Lee playing with the band on their latest tour? No problem. The website is a one-stop portal to all things Aerosmith: the band's history, discography, current and past news, tour information, and merchandise. Although some portions of the website are restricted to paying fan-club members, a majority of the links are available to the general public. It is also easy to navigate.

Almost all major musical acts today offer similar information on their websites. Where Aeroforce One really excels—and beats the competition—is emotionally.

These personalized messages delivered directly to the audience instill a feeling of intimacy—fans learn the inside details of the band members' lives, straight from the artists themselves. This is in keeping with the brand's message of being unassuming.

Aerosmith also employs reverse customer intimacy on a continuous and creative basis using the site. The band asks fans to submit set lists and to voice opinions about what albums they would like the band to perform on a tour. Fans are given the opportunity to become the Aero fan of the week, landing them on the band's homepage for all to see. Got an Aerosmith tattoo that you'd like to share with the world? There's room here for that, too. Want to share your impressions of a concert? Send an email to drummer Joey Kramer. The band clearly goes beyond touching their fans—they open up the gateway for fans to touch them and, in the process, announce that they not only want fan participation, but they value fan interaction with the band. This is a core principle of the brand.

The band has always had a strong branding campaign. Musically, the band is most well-known for its historic cross-partnership with hip-hop group Run-DMC in reinventing the Aerosmith classic "Walk This Way." The motivation was trifold: to expand artistically, to bring back old fans while attracting new ones, and to break down genre and generational barriers among listeners.

Aerosmith has stayed in the public consciousness through partnerships with Gap, NASA, and NASCAR and by appearances in movies like Wayne's World II and Be Cool, in which the members highlight their playful nature—another brand principle. With their website, the band continues to remain relevant and one step ahead of the curve by using technology to communicate their core values in a manner that is consistent with their image.

Whether it's music or business, the goal of a brand is to win over customers—fans of what is being produced. As such, aspiring and established artists—even businesses—can learn from the success of Aerosmith. For over 30 years, the band has asked fans to keep coming back. Fans, in response, have walked that way.