Create The Unexpected

Music is powerful. Now I know we are not all music lovers, but let’s set that aside for a moment. There is a reality that we all can see that proves music is universal, cutting across race, nationality, culture and time. Music is big, and it is powerful. Have you ever had a song stuck in your head? The same lines repeating over and over again. Sometimes you find yourself actually singing the song, but more often than not, you find yourself hearing it play in the deep recesses of your mind. No escape. Did you know these catchy songs/song fragments/tunes are called earworms?

So what makes an earworm? What makes a song memorable and more likely to get stuck in your head? There seem to be some very specific things that we can see going on in a lot of these songs. For example, according to John Seabrook, using major and minor chords in unexpected and surprising combinations can create happy songs that sound sad and sad songs that sound happy. This can help songs really stand out and be more noticeable and memorable, even in a very subtle way.

While this obviously is a great tool to understand and use in a songwriting context, what in the world does it mean in the marketing world? Well, Heraclitus wrote, “no man ever steps in the same river twice.” That is truer than ever today. Our world is changing at such a rapid pace; what is groundbreaking today can be obsolete tomorrow. In light of this, we have always got to be thinking about ways to create the unexpected. How can we surprise people? How can we provide a message that is memorable and not just more of the same old noise?

If you feel like the messages that are coming out of your business or organization are not particularly interesting or creative, The High Road Agency would love to help you craft and create something that people will remember. You can be generic and sound like everyone else or maybe you can create something completely unexpected.

Written by Seth Penley

Written by Seth Penley

Creative Producer Contact Seth

0 Comments

Related Posts

SAQ

SAQ

Should Ask Questions When Hiring a Marketing Agency   How much experience do you have? Not only do you want to know how much experience they have as an agency, but you want to know if they understand your business and trends in your industry. During initial...

read more
I’ll Take A Pumpkin Spiced Latte Please

I’ll Take A Pumpkin Spiced Latte Please

We all know you love Pumpkin Spice Season, and just like this luscious beverage, launching a marketing campaign that promotes your brand across different seasons can be quote beneficial to your brand. Even something as simple as posing your brand or logo in front of...

read more
It’s ALL in the Numbers…

It’s ALL in the Numbers…

  When your career background includes writing for a newspaper, the AP Stylebook becomes your best friend. Used by many journalists (not all, because many use the New York Times style), it can be difficult to accept any other form of writing (it certainly has...

read more