teens or just boomers. Other artists have had success with a similar approach, although few are really able to create a music product that appeals to multigenerational audiences. The fact that the classic rock bands highlighted in this book have been around for so long helps to explain why they are more likely to attract varied audiences today, but it isnt often that new artists can attract the same mix. One breakout example of late is Norah Jones, whose fairytale suc- cess story began with the release of her album Come Away With Me in February 2002, culminating in eight Grammy awards, ranging from Best New Artist to Album of the Year. But this Cinderellas night at the ball was not the result of an invitation by the prince, rather because the townspeople drove her to the palace and pushed her inside. Her voice is sultry, her look exotic, her sound lush, her talent enormous and genuine. With low expectations for the commercial success of the album, critics and fans alike were surprised by the runaway accept- ance of her style of music, and no one was more stunned than Jones herself. "If anyone says there was a formula for predicting the success of this album, theyre lying," says Ray Gmeiner, vice president of pro- motions for Virgin Records. "Shes sold 6 million records so far sim- ply because her sound hits a chord with people." The key is that the chord belongs to people from 16 to 66, who enjoy her voice, the mood she creates, and the emotions she stirs. Younger fans are in fact a little surprised that they like the album as much as they do, because its a collection of songs closer to what their grandparents might have lying around than to what theyve listened to in the past.     Joness rise to stardom may have been unexpected by most, but what isnt surprising is that her approach works, similar to the way Elton Johns has. At a time in our culture when unity and family are top-of-mind concerns to people of all ages, Joness music, like Johns, is something that children, parents, and grandparents can enjoy to- gether. And because her album features more than just one hit, it has overcome the download mentality rampant among young consumers who dont perceive enough value in an album to part with $15. Her hit album is reminiscent of the sentiment and appeal of Elton Johns works. Elton John, in a sense, was a prototypical product with lyrical and melodic themes connecting at the deepest emotional lev- els to multiple market segments-a prototype that helps explain the appeal of Harry Potter books.       Creating Br and Elton   The album Elton John, if not perfect, was excellent. It delivered both lyrics and musical qualities a cut above everything else on the mar- ket, displaying Johns foundation in classical music and Taupins clas- sic poetic content layered onto his country roots. However, a great product is not enough to attain a legendary position in the industry; it takes a great brand to create star qualities and legions of loyal fans. A brand, whether it is Elton John, Krispy Kreme, or JetBlue, is a product or a service with an identifiable set of benefits wrapped in