on a 1983 MTV special in the flesh. The group played through the 1980s and early 1990s as a plain rock band, re- leasing a host of albums and videos and maintaining its famed high- energy concerts. The band produced several hits throughout the next decade-"Crazy, Crazy Nights," which reached number four in 1987; "Reason to Love," which broke the top 40; and "Forever," which hit number eight in 1990-surviving a string of lineup changes and changing music preferences. Eventually, Bruce Kulick (guitar) and Eric Singer (drums) seemed to settle into their posts, bringing stabil- ity and continuity to the band. In June 1995, the first official KISS convention was held, giving fans a chance to get up-close and personal with the band. Fans looked at vintage costumes, traded and bought merchandise, performed in copycat bands, and gathered for a KISS performance. Fans still loved the brand. this led to a performance on MTVs Unplugged series where KISS played a few songs and then, as a surprise to the crowd, Ace Frehley and Peter Criss joined the other band members and per- formed with the current lineup. Thats when the audience really went crazy, and it was clear that together, the four original members were a special force. In pure KISS fashion, the band would show up, unannounced and uninvited, at the 1996 Grammy Awards-in full makeup. No one asked them for a ticket; no one stopped them from going anywhere; everyone took their pictures. "It was like the Red Sea parting because Moses had hit the rock," recalls Simmons. The question was, did the people get it? Were they ready? Did they want KISS with makeup and with the original guys? Unexpectedly, during the live telecast, KISS was brought up on     stage as surprise guests. The audience stood. The fans answered the questions-what they saw on stage that night was what they wanted. The reunion tour was announced shortly thereafter, selling out De- troits Tiger Stadium in 47 minutes. The groups new album, Psycho Circus, debuted at number one around the world. Fans were ready to have their band back, and KISS was ready to be back-makeup, flames, platforms, and all. Today, KISS is everywhere, in nearly every nation and in nearly every medium. Chances are youve seen the group either in the movies, gracing magazine covers, or on The Simpsons, and if you watched the closing ceremonies of the 2002 Winter Olympics, you saw the band perform live while famed figure skaters pirouetted around the stage (an odd combination, to say the least). KISSs formula for establishing its brand is simple. Work hard to create the best product you can; understand your limitations and have