Thursday, March 22, 2007

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.


Anonymous Venrasol said...

I think the issue is what it is exactly we are being consistent about, is it merely visual consistency ,executional consistency, idea consistency, or emotional response consistency…I think traditionally we tend to assume that all must remain the same…from idea, to execution to graphics to emotional response…simple adapting to medium.

4:52 PM  
Anonymous GB said...

Consistency and integration are two words people in the region haven't a clue about...integration and consistency does not mean splashing exactly the same visual across any medium...or dropping down a tv by using screen shots...i think thats what Nicolas is talking about.

7:10 PM  
Anonymous Anonymous said...

I think consistency is important, purely for recognition. With increased clutter, we need something to ring a bell in our minds.

3:29 PM  

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