This month on Twitter, @sotachetan hosts #BrandedInSongs – which is a head-on collision of my personal world of music and my professional world of branding and advertising. The challenge is to simply pick a song with a brand name in its lyrics or title. I added one more criteria to my picks, which is this: the songs themselves must be as iconic as the brands they mention. No filler here.
One of my all-time favorite bands is The National, a band that has seemed to always sync up mysteriously well with my own life. Boxer came out the year my wife and I got married – and High Violet was released weeks before our first child was born. The music always seemed to usher me into new seasons – with Matt Berninger’s gifted approach to lyrics that sound more like conversations with eccentric friends. I’ve seen the band perform live a few times. While “Mr. November” and “Abel” have been some of the more anticipated bangers on tour, for me it was always about the quiet stoic power of “Mistaken for Strangers”.
Berninger delivers the lyrics nearly in monotone, as if in a trance. “Showered and blue-blazered, fill yourself with quarters,” he announces in his trademark bass delivery. “Mistaken for Strangers” is the quintessential National song in many ways. Frenetic, yet calculated. Seemingly on the verge of losing control, but hanging on still. Bryan Devendorf’s drum rolls seem to be having seizures in between verses, while the Dessner brothers contribute these guitar parts that an industrial feel to them like fellow Boxer tracks “Brainy” and “Guest Room”. “Mistaken for Strangers” is a song that celebrates the everyday man poeticism of Matt Berninger.
“You get mistaken for strangers by your own friends When you pass them at night Under the silvery, silvery Citibank lights.”