Singing along to the Humdrum of The Karaoke Brand
‘We need to be consistent’ or ‘media neutral’ is a term we hear at least once every other day…and in full honesty I haven’t yet understood the logic behind this dogma. I’m assuming it is rooted somewhere in between the misperception of the consumers incompetence and their gold fish ability for recall.
Now who am I to question decades of branding practice or the collective intelligence of the industry practitioners, but I can say that there is no existence more mundane then a consistently consistent one…a predictable one.
It’s not rocket science, the most boring people on this earth, the people whom if asked to sit next to you at a dinner party you would rip your eyeballs out, squeeze lemon on, sprinkle some salt and shove them back into your sockets, are the ‘Karaoke People’. The karaoke people are the people whose words you can literally mime or sing as they are coming out of their mouths, people in whom you can see the wheels and cogs screeching and gyrating in their heads before they pump out their humdrum lyrics.
Contrary to ‘The Karaoke people ‘,I think the most interesting people we meet are people with multiple layers not personalities, people who surprise us, people who you learn something new about everyday…we as human beings need to have an element of unpredictability to stop us from gunning ourselves down from boredom, I see no reason why brands should be any different…I’m sure I’ll be ranting and raving about this a little later.