How Handel’s Messiah Can Inspire Your Business’ Brand—With A STICKY IDEA

Years ago I had the pleasure of attending a Friends of Chamber Music program called, What Makes It Great with the Kansas City Symphony Chorus—conducted by high-energy music professor, Rob Kapilow (I swear he could be Opie Taylor’s double!) Kapilow and the chorus performed several versions of the Messiah, Hallelujah Chorus to demonstrate what makes it great—-and what makes it not so great. Handel wrote the Messiah near the end of his life as he was broke and his health was failing. But what does this have to do with building your business’ brand?

Just this…Kapilow demonstrated how Handel “could have” had the chorus sing, “Hallelujah”. They sang it in a monotone…”Hall-Le-lu-jah….with equal inflection on each phrase. It sounded like a droning and boring. But, in Handel’s time—a composer had ONE SHOT to make his reputation, his brand known. Kapilow called it the STICKY IDEA. 

So, Handel—just like a business brand had to come up with something that would STICK. He had one opportunity to convince the king, audience, etc that his work was insanely great.

How did he do it? He had the chorus put quick—emphasis on the phrasing…”Hal-le-lu-jah! He then had them pause on the first phrase. and hold it out.”Haaaallllll….” with quick equal follow up…”le-lu-jah”. This added a quirky, choppy phrase that people could remember. 

Then, he had the soprano’s sing…..Hallelujah….Hallelujah..Hallelujah…. while the basses sang, King of Kings….and Lord of Lords…..

Then, he had them switch! The quick choppy phrasing and switching parts amongst the chorus made the chorus sound quick paced and brought it to life. It provided a pseudo stereo effect. 

Those two techniques made the Hallelujah Chorus stand out—AND STICK! People remembered it. It hung around in their subconscious and became a “tune” that hummed around and they couldn’t get out of their heads. 

When building your business “brand”, what sticky idea will you create? How will you create an “aha moment” that will impact  your customers? I’d love to hear your thoughts and comments.

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