The fact that Ding Dong the Witch is Dead is on the verge of reaching No.1 is nothing to be offended about. I reckon that over half of the people that have bought that song won’t have even been alive when Thatcher was in power. They probably don’t know who she really was, what she stood for or what she accomplished. I think it goes deeper than a joined hate for our ex Prime Minister, and the scenario holds some insight for us marketers too, which is always a bonus.
Most of the people that buy Pop music are young, aren’t they? With the government not doing much to help the youth of the country at the minute – little job opportunities, no prospects and what seems like no future – it’s no wonder that, every now and then, things boil over. The Tottenham riots, Rage Against the Machine and now, the most recent Pop Chart hijack: Ding Dong the Witch is Dead. The thing is, I don’t think this is a rebellion against Thatcher or a declaration of a nationwide loathing, it’s just a little dig at the country from a group of people that aren’t happy with the way things are going. It’s another rebellion by an underprivileged minority that are fed up of being ignored and want to be heard.
For us marketers, it shows us the impact that combined dissatisfaction can have. It shows us how an upset community can come together, stand for a cause and actually influence or change something, even if it is a short-lived Pop Chart victory. This coming together and taking a stance and, more importantly, action may not seem like much at first, but when Rosa Parks refused to get off that bus and her community united to fight her corner, that didn’t seem like much at the time either.
It shows again how ideas can spread and gain momentum at Internet-speed and how people will move with an idea when it gains traction or if it involves fighting for a cause they believe in. Providing the cause strikes a chord with the community, commands attention and demands change, once the idea starts snowballing, people want to be a part of it, just to be a part of it. When this happens, nothing can stop it.
This is why I think that Ding Dong the Witch is Dead will reach No. 1 this weekend. It’s why this blog is as rushed as a cheating husband garden hopping his way home after narrowly escaping the clutches of his mistresses other half. I too am jumping on the bandwagon. It’s why brands need to find a cause. A real cause. Then care enough about it to make a difference. If people share the same passion as you or your brand and you’re acting on making a change or fighting a cause, they’ll unite and fight it with you. Then, once the wave breaks, everyone wants to ride it.
So, anyone want to buy a Thatcher t shirt?