Need product idea inspiration?
Try using the Top-20 "Agents of Upheaval" in rock history (in chronological order of the corresponding upheaval) to spur on revolutionary new ideas that will resonate with your consumer. Read through the following artists and be challenged by the question at the end.
PART TWO of FOUR
Bob Dylan
Introduces sophisticated lyrics infused with poetry and politics.
At the time, Rock n’ Roll reflected simple playfulness. Dylan’s music encouraged audiences to think differently, to think more, and to think actively about changing the world around them.
How can your products or messages inspire consumers to think differently, to think more, and to think actively about your category?
Carole King
Ushers in the age of the singer-songwriter.
Carole’s primary legacy was as a songwriter. Many artists tried to copy her relaxed songwriting style. Many artists successfully recorded their own versions of Carole’s songs, such as Aretha Franklin’s “You Make Me Feel Like a Natural Woman.”
How can you create a relaxed category experience that your consumer can personalize?
Black Sabbath
Invents a thick, massive, loud sound called Heavy Metal.
Sabbath responded to the lighter side of Rock n’ Roll Music by inventing the Heavy Metal genre with a song called “Heavy Metal,” which they recorded in a grungy bathroom in rural Britain.
Thinking about some of the “lighter” trends in your category, how will you break the mold?
Jimi Hendrix
Invents the illusion of directional shifts in sound.
Prior to Hendrix, recording techniques had become fairly static. Hendrix directed individual tracks from the right channel to the left channel, back and forth, to create an immersive feeling of swirling motion.
How can you create a sensorial surprise in your category?
Patti Smith
Debuts as rock’s most powerful female role model.
Frustrated by the stereotype of a polite female artist, Patti harnessed what many considered to be a “male” energy and opened the doors for subsequent women to explore the full range of emotion through their music.
How can your category allow your consumer to experience a sense of liberation from expectation?
By Ben Doepke - ben@seekresearch.com
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