and music required to keep a legendary band at the top of its game continues spinning. At the axis is the vision, zealous pursuit of perfection, and dedication of Steven Tyler, which started when he was a boy. "Immortality. Its not much to ask for, is it?" says Tyler. "I wanted to sing on a record so after I died Id still be singing. That way I could live forever." And live on, Aerosmith will. In fact, when asked how long they planned to keep on rocking the house, Tyler replied, "Until we have to rename the song Walkers This Way. " Oh yeah.       7   Madonna and Neil Diamond:   The Relevance of Sex in Branding             Soul is a constant. Its cultural. Its always going to be there, in different flavors and degrees. -ARETHA FRANKLIN       f its true that sex sells, Madonna should be a multibillionaire. Born on August 16, 1958, in Rochester, Michigan, Madonna Louise Veron- ica Ciccone is sexy, sexual, sensual, stylish, energetic, sometimes outra- geous, always provocative, and usually controversial. Even though these descriptors apply to hoards of rock-and-roll stars, Madonna stands out among them as someone who can command fan, media, and general interest like few others in the world. More than Tina Turner, Aretha Franklin, Cher, or any of rocks female superstars, Madonna was the first female pop star to take complete control of her music and