The Power of Repetition
Ever listened to a song on the radio and loved it, only to find that you have no idea what it’s called? There is nothing more infuriating.
These days in an attempt to give you more music for your minute, few DJ’s back announce the title of the song following the piece. It leaves you with an interesting conundrum. The only way you are able to decipher the song, to buy it, order it or download it, is by repetition.
The chorus normally holds the key but then again there are occasions when bands like to remain obscurely artistic with their title choices. Coldplay is a great example so too is Fleetwood Mac.
The amount of people that still call the song, ‘Dreams’ by Fleetwood Mac, it’s more deciphering lyrics ‘Thunder Only Happens When it’s Raining’ is immeasurable. As such a lot of music download programs list both titles.
So when faced with a song whose title is ‘Babe I Want You’, (with the chorus aptly repeating: Babe I Want You four times) and a song called ‘Babe I Need You’ (with the one title phrase being sung as the last line of the song) which are you going to remember? And which will be easier to find?
What does this tell you about your marketing communication?
Constantly changing your marketing message does not do you any favors. If you have an easily recognized song why change the title?
Having a consistent easily recognizable slogan, message or visual is what keeps you in the mind of your consumers. It’s what keeps your company in their mind when purchasing products and/or enlisting services.
One Comment
Ross Hill
November 5th, 2006 at 4:48 am
If you have got a few catchy words stuck in your head and you don’t know the name - google them! If there is too much noise in the first set of results add “lyrics” to the search terms and you should have more luck
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