Imagine your brand is the Mormon Tabernacle Choir.
The choir is singing a big,
ripe chord, and it’s so “in tune” that it makes your head vibrate. Then
member 292, a bass, starts thinking about his cactus terrarium
and his voice slips a quarter of a step. No one in the audience
notices, but a few of his choir mates shoot disapproving looks. Soon,
291 seems to think 292 has the right pitch. The conductor’s ears start
twirling like radar. The new
corrupted pitch starts to spread like wildfire. Now the whole bass
section has adjusted to the corrupted pitch. The conductor has gone to
Devcon 5. Wolf Blitzer and Barry Manilow have taken over the CNN’s
Situation Room for ongoing coverage of the crisis. And the audience
grows restless. They start to wander out, like disappointed fans at a
football game where the scores screams futility. “Guess the MTC
isn’t what it used to be.”
Planned dissonance can help spark new life in a brand, but sour notes can just as easily suck it out. Ask Susan Abramovitz for more
about Harmonic Brand Stickiness, or email us your name and address to receive the Harmonic Brand Stickiness brochure.