Brand Planning Tips

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merle haggard

So I was listening to Merle Haggard yesterday and the old coot was doing a duet with Jewel and, by God, he changed his vocal treatment – his voice — on the song. It was Merle but he was trying to impress her, trying to woo her. Men! There was a gentleness to his voice that you won’t hear in most of his tunes. The tone send a message. So I’m thinking if he can change his tone and impart different meaning, sub rasa meaning, so can the rest of us. Why not use it as a brand planning tool?  So I’m playing around with an interview technique that will prompt interviewees to answer questions in various voice types. You know the voice you use when someone is confiding tragic personal news to you? Or the voice used to encourage a child who needs support? Have you a sexy voice? The key is to get the interviewee to use a topic-appropriate voice in an interview to impart greater meaning.  To do so you have to put them in a zone; coach them like an acting coach. Get them to a place where they are feeling an emotion then get them to answer your question, truthfully, but that particular voice.

Try it, I certainly will. Peace.