Odd as it is to say now, Live '25 wasn't a nailed-on success. Questions swirled: Would the irascible brothers keep their egos and fratricidal instincts in check? Could they swerve notoriety for playing so slowly that the life drains out of even the most committed loyalist? Any chance the setlist might show proof of their existence past 2002? (Yes, yes, no.)
The 'madferits' showed exactly how powerful nostalgia can be. It takes us back to (perceived) happier, simpler times, igniting sentimentality, joy and yearning. There is an instant comfort in fond memories and rose-tinted perspectives, and brands attaching themselves to this emotional response can thrive from this association. An emotional connection to a brand holds significant power, it has the potential to turn a one-time customer into a lifelong fan.