The next step is to make something endure
A great example of a brand that is endure
is the Grateful Dead. There are on the third and fourth generation fun.
One of the things that the Grateful Dead does to ensure that it is enduring,
is it has completely contrary policy, towards ripping off its music.
The Grateful Dead supports what is called Tapers, although nobody use tape anymore.
Tapers have a special section at every Grateful Dead concert. The Grateful Dead create a special area with great acoustics,...
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.
Have you ever heard of any other group that would encourage you to tape the music at a concert and spread it around?
This is one of the reasons why the Grateful Dead is enduring.