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Almost all great songs have one thing in common: a catchy chorus.
The chorus is the part of the song we all know, the part that gets repeated throughout. It is what gives most songs the “hook”, as songwriters say, that sucks you in and sticks in your head. The chorus represents the moment where the instruments all come together, and the song erupts.
Most great songs get to the chorus quickly, and come back to it time and time again. Songs that don’t have memorable choruses or take too long to get to – or come back to – the chorus, seldom become big hits. It’s that simple.
A brand’s core message is its chorus.
For Volvo, safety is the chorus.
For Apple, its chorus is user-friendly innovation.
For Disney, its a magical escape to the happiest place on earth.
For Coke, its refreshment.
Your brand can send a lot of messages over time, but like a great rock and roll song you need to come back to an unforgettable chorus frequently, and repeat it again and again. And every message that you send should, in some way, compliment your chorus.
If your brand’s message doesn’t come back to a memorable chorus over and over again, your brand’s song isn’t likely to stick in any one’s head.
Brand Like a Rock Star is now available for pre-order. It will hopefully be stuck in your head after it comes out in stores October 1.