Change Agents

Where Do The Ideas Come From?

This makes the 2nd time in a week that a song–an “old” song, no less–serves as inspiration for my writing. I guess it doesn’t really surprise me, I already knew that lyrics interest me more in music than any instrumental ever could.  Oh, I’m still a big fan of the groove. It’s just that the delivery falls flat without meaningful lyrical messaging.

Music As A Growth Opportunity

Tracy Chapman spoke to me in my often misspent youth, and she continues to be relevant to me today.  Her legendary “Gimme One Reason” is clearly about personal relationships, and while I finally managed to resolve that part of my life 14 years ago (thank you, Scott), the essence of the song is now also something I can relate to as a marketer.

Lyrics | Tracy Chapman lyrics – Give Me One Reason lyrics

What Tracy Chapman Can Teach Consumer Products Companies

“Gimme just one reason why I should stay…”

People need a degree of routine. Of normalcy, of familiarity. Absolutes to count on. Hey, that’s why brand marketers even exist–to exploit leverage subjective (even irrational) associations people inherently make with products they interact with.  Purchase decisions are not made on the club floor, and consumers are not trolling to switch allegiances. But that does not make it okay for a brand to abuse these truths and forget the thousand little ways to say “Thank you for your patronage.”

“You got to make me change my mind.”

Um, maybe covered well enough above.  C’mon, guys.  I have less money to spend today on goods than I did a year ago. I’m concerned about making choices that might have significant effects on my family or situation later.  How can you make me feel more confident, more rational, about taking a risk? Or, how can you validate this decision to buy that long ago stopped being a conscious one?

“You know that I love you. And there ain’t no more to say.”

I’m tired of talking. And maybe even of being talked to.  I want to be engaged. And I want action, passion, momentum. To be involved in something.

Sure, maybe in the end all I’m really talking about is whether to purchase Diet Dr. Pepper or Diet Coke.  But there’s a compelling story to be written here, and a consumer willing to be convinced. Sure-shootin I’m not going to stop buying caffiene. But which brand is showing a little consumer love?

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