Download - Polarizing brands_group 10
Make the most of a
POLARIZING
BRAND
Abhinav | Nikita | Parvez | Shamael | Vandita
GROUP 10
This presentation is based on
an article published in the
Harvard business review
By
Xueming Luo
Michael Wiles
Sascha Raithel
What is a POLARIZING
BRAND?
What do you think of these celebrities ?
So Many LOVED them
So Many HATED them
are
LOVE’-em orHATE’-emcelebrities
Shahrukh Khan and Sonakshi Sinha
are
LOVE’-em orHATE’-emcelebrities
Shahrukh Khan and Sonakshi Sinha
They are
polarized brands
Polarizing
brands have a
huge amount of
both
positive &
negative buzz.
MEASURE POLARIZATION
?
How to
“mean”
o r
“net ”
scores
Marketers gauging for
customer attitudes
traditionally relied on
but...
A brand with middle score can be
highly Polarizing with large
number of
passionate
detractors
Fervent
supporters
a
n
d
Thus, a new metric
needs to be employed
Thus, a new metric
needs to be employed
Brand dispersion
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
R
a
t
i
n
g
Brand X Brand Y
Brand dispersion
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
R
a
t
i
n
g
Brand X Brand Y
Brand X is more Dispersed
More dispersed
Poor performance
More polarizing
=
=
But
Brand Polarizing
Isn't
always
bad
Miracle
whip
Embraced this
Campaign led to
631 %
surge in
social media
14 %
increase in
sales
and
PLACATE THE
POKE THE HATERS
Brand’s Connec t ion With
Most Enthus ia s t i c Consumers
AMPLIFY POINT OF
DIFFERENTIATION
3,00,000 Facebook page views
54,000 visits to company websites
Creating polarization
INTRODUCE
POLARIZATION
TO
STAND OUT
FROM THE
CROWD
Drive a wedge
in the market
Sometimes being
“all things to all
people”
can backfire heavily
Therefore
consumer segmentation
is created, which increases polarization and boosts
revenue
Blackberry which was
perceived as a
Professional
device
targeted the youth
by introducing
advertisement on
Blackberry
Boys
LAUNCH
A
PROVOCATIVE
AD
CERTAIN SHARE OF VIEWERS
TO
While a large number of consumers
consider axe commercials
over-the-top, ridiculous & degrading,
it still
ranks as
one of the top 5 best
selling deodorants for men
So..
What have we
learnt so far ??
Capitalizing
1. Placate the Haters
2. Poke the Haters
3. Amplify a polarizing attribute
Creating
1. Drive a wedge in the market
2. Launch a provocative ad
On Polarization Polarization
Polarizing brands have extreme opposition positions with
fervent supporters and passionate detractors
Thank You …
