March 7, 2013

To the end of love

Ads… Companies pay loads of money to find the best way of communication with the market. They work with creative people to generate designs which will be easily remembered and which will increase the value of the company. The ads should help to establish the correct perception on the benefits of their products and services and to increase their sales.

However, I have recently noticed that some companies do not pay much attention to the underlying stories and the lyrics of the songs they use in their advertisements. The same seems to be true for the music played in some wedding celebrations.

For example, in an interview Leonard Cohen said that his song Dance Me To The End Of Love is about string quartets playing in the Nazi concentration camps while humans were killed. In Knockin’ On Heaven’s Door Bob Dylan tells about the tragedy of a young policeman, who is dying. It is possible to make this list longer.

One of the recommendations we make to our clients, who are seeking a partner, before they go into negotiation discussions is not to go into those subjects on which they do not possess full background information. They should not make it possible for the other party to ask more detailed questions on the subject.

You may not know the lyrics of a song. You might be finding its melody pleasant. However, I think that it is better to learn beforehand rather than later on the meaning of the lyrics of a song which you intend to use for your first ‘official’ dance with your spouse or during the market launch of your new product.

To listen to Dance Me To The End Of Love (Leonard Cohen), please click here; and to listen to Knockin’ On Heaven’s Door (Bob Dylan), please click here.

The oldie of the week: Bee Gees – New York Mining Disaster 1941 (1967)

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