I was intrigued by something that I read on Hypebot concerning the "band as brand" idea. The article, aimed at up-and-coming bands, urges bands to focus their attention not on getting sponsorships but on word-of-mouth style marketing. The author constantly compares music to religion in this sense. The first major word of advice put forth is to "[q]uit running your band like it's a Proctor & Gamble product, and start running your band more like a church". Essentially, the article advises bands to spend time building relationships with fans and less on building a brand out of themselves. As the author puts it, "Give your fans what they want – a message, a community, a reason to support you, believe in you, and come back to you over & over – and they will." It is a very interesting article, and I recommend reading it.