themselves. The result was Elton John, their second album, released in the summer of 1970. It could serve as a textbook on consumer behavior,     demonstrating how to reach consumers by appealing to basic human emotions. Just as companies with high sales and brand loyalty often design products that appeal to the needs, drives, problems and feel- ings of consumers,3 so too did the album Elton John appeal to basic human needs and motivations. It encompassed a wide range of demographic and cultural segments, and served as a blueprint for the brand that John would build over the next three decades. The featured track, "Your Song," which became his first number one hit, spoke about giving the beautiful gift of a song to a lover-a simple sentiment but one that connects with anyone who is in love or wants to be, which is just about everyone. This songs significance would only increase throughout Johns career, becoming one of the most re- quested by fans among the string of hits that would span the next 35 years. And while it is about a lovers gift, it symbolizes the gift of song from John to his fans-the ultimate marketing gesture. Giving back to fans-rewarding them with something they feel has been created for them-helps move the relationship to a more intimate level. The album also contained other culturally relevant songs, connect- ing with people of all ages. "Sixty Years On" related to the loneliness of old age, telling with words, harpsichord, and broken piano chords the poignant story of a veteran returning after the war to the isolation of old age. "First Episode at Hienton" spoke directly to the feelings of every teenager, telling the story of a young mans first sexual experi- ence with a girl named Valerie. On "Take Me to the Pilot," the mean- ing of the words was more cryptic ("I havent a clue", says Taupin) apparently explained only by Taupins interest in science fiction at the time. And while the meaning might have been foggy, the emotional charge of the music was clear, grabbing the psyche of listeners, taking them to a crescendo of synthesizer-enhanced, full-orchestral climax. "The Greatest Discovery," in contrast, was a piano lullaby describing one of lifes most emotional experiences, the birth of a baby. Other songs spoke of the cultural gaps associated with poverty ("No Shoestrings on Louise") in a country melody, similar to what the Rolling Stones were recording at the time. Race relations and the consequences of bigotry were encompassed in "Border Song," with soul themes so profound that Aretha Franklin recorded a cover of the song the next year-the first major star to do so. The final song, "The     King Must Die," was interpreted in the culture of the time to be about the death of Martin Luther King, although Taupin actually wrote it about assassination plots through the ages.     A Transgenerational Appeal   This album, and subsequent others, connected at the deepest level with people of all ages, genders, and cultural groups. It laid the foundation for Elton Johns transgenerational marketing strategy-