Viper Franchise

Playing The Same Old Song

Author: Neil Wilkins

Neil learnt his marketing with the likes of Orange, NatWest, BP Castrol and Ordnance Survey and now helps individuals and businesses to communicate more effectively. He trains and mentors marketers on professional Chartered Institute of Marketing qualifications through to post-graduate level.

Listening to my favourite band's new album release after a few years out of the spotlight I should be excited and pressing the auto-loop button. But I am not.

Don't get me wrong, I do still think they are one of the best bands in the world and just hearing a few bars or some of the more famous riffs and I'm transported back by years to times when the sun always shone and everything was positive.

So what has happened? Could it be that there are only so many ways you can put a piece of music together? Only so many ways you can sing a line and only so many ways you write lyrics about love lost and anthemic rock cliches?

If you think of the logic there is an almost infinite number of combinations of chord patterns, notes and words so why over time do artists in every genre blend into each other to create this uniform output we have come to accept?

Maybe in business and marketing it's the same. We have had the marketing mix including price, place, product, promotion and more, for so many years. That little comfort blanket that proves we are doing it safely.

It takes a special kind of innovation to break outside the box and to do things differently Maybe when we do we'll hear a very different song on the other side.... it could be music to our ears.

- Posted on Thursday 16 Feb 2012 at 17:18 by Neil Wilkins

Tags: music (24)