9:59:59.000,9:59:59.000
The next step is to make something endure

9:59:59.000,9:59:59.000
A great example of a brand that is endure

9:59:59.000,9:59:59.000
is the Grateful Dead. There are on the third and fourth generation fun.

9:59:59.000,9:59:59.000
One of the things that the Grateful Dead does to ensure that it is enduring,

9:59:59.000,9:59:59.000
is it has completely contrary policy, towards ripping off its music.

9:59:59.000,9:59:59.000
The Grateful Dead supports what is called Tapers, although nobody use tape anymore.

9:59:59.000,9:59:59.000
Tapers have a special section at every Grateful Dead concert. The Grateful Dead create a special area with great acoustics,...

9:59:59.000,9:59:59.000
for amateurs to tape the concert, and as long you don't use that music for commercial purposes, it lets you spread it as far as wide as possible.

9:59:59.000,9:59:59.000
Have you ever heard of any other group that would encourage you to tape the music at a concert and spread it around?

9:59:59.000,9:59:59.000
This is one of the reasons why the Grateful Dead is enduring.