A difficult one. If it was down to longevity you would have to go with The Stones. But this would surely have to be about quality of output, and with both bands their golden period was from the mid '60s - early '70s. While The Stones (along with Led Zep) built a model for all future aspiring rock bands, The Kinks, with Dave's innovative riffs, and Ray's gift for painting pictures with his lyrics, occupy a unique spot in rock's rich tapestry. I can't decide between them.