You can see the work of some of the best marketers in America on the public marquees and coffee shop counters in college towns across the country. Marketing their product with limited funds (and limited Photoshop skills); tomorrow's tastemakers are forced to rely on ingenuity to promote their bands, hipster retail stores and improvisational comedy troupes.

A quick look back through the history of rock & roll reveals something. Beneath all the long hair and glitter are creative people with a keen business sense. Let's look at what we can learn from the likes of Michael Stipe and Mick JaggerÉ

Smart bands (and smart brands) think outside the box
Shut out by commercial radio, R.E.M. turned to an untested, yet fully developed distribution channelÑcollege radio. By treating college DJ's like major-label bigwigs, they got airplay and built a loyal following that propelled them to superstardom.

Lesson: Turn negatives into positives
Example: Turner Broadcasting
Advertisers scoffed at TBS because it mostly broadcast old movies until Ted Turner pointed out that color commercials would have more impact when cut in with black and white films.

Images are Iconic
From the Rolling Stones' pursed lips to Andy Warhol's banana peel on the cover of the Velvet Underground classic Loaded, rock's most iconic brands have had the most iconic imagery.

Lesson: Create a logo that looks good on t-shirts and tells the public exactly who you are.
Example: Nike
The Nike swish conveys speed and agility. It is so attractive that the sportswear giant sells most of its product to non-athletes.

Quality Counts
Record companies sink millions into hot teen sensations, only to repeat the cycle once the flash begins to fade. Had they chosen artists with more enduring talent, their initial investment would turn profits over a lifetime.

Lesson: Keep doing what you do best.
Example: Coca-Cola
The Coca-Cola recipe is nearly 75 years old. The only time their sales have suffered is when they changed their formula.

Twist & Shout!
In the end, bands are brands. Most began like companies doÑwith a strong dose of passion and dreams of conquering new markets. But the ones that endure the longest are the ones that focus on quality, think outside the box and actively cultivate strong relationships with their fans.

Brent Dey is a writer, producer and creative thinker specializing in catchy taglines and effective communications for Fortune 500 companies. Learn his backstory at www.brentdey.com or by dialing (404) 531-4206.