Make the most of a polarizing brand
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The document discusses strategies for leveraging polarizing brands, highlighting examples like Miracle Whip and Ryanair that have successfully increased customer engagement and sales by embracing both love and hate from consumers. It suggests tactics such as placating detractors, provoking reactions, and amplifying specific brand attributes to differentiate in the market. Additionally, it includes case studies from India, demonstrating that polarizing branding can be utilized strategically to enhance consumer preferences.
Make the most of a polarizing brand
- 1. Make the most of a Polarizing Brand
- 2. Based on a Harvard Business Review article by Xueming Luo Michael Wiles Sascha Raithel
- 4. Marketers at Kraft found surprisingly deep emotions among the shoppers : “Many people love Miracle Whip, but several others detest it”
- 5. “yummy” “love it !!” “Very happy that Miracle Whip exists” “The stuff is just awful” “It tastes like lotion” “I’d never eat it. It’s just wrong.”
- 6. Miracle Whip is a polarizing brand
- 7. But having few people hate your brand can be a good thing. Miracle Whip experienced a 631% surge in social media postings and a 14% increase in sales.
- 8. is an important metric for understanding consumer preferences towards the brand. Despite being a global market leader, McDonald’s has a good share of haters who criticize it for the drastic increase in obesity and harmful dietary habits. Brand Dispersion
- 11. ➜ best known for cake mixes, icings, desserts. ➜ faced criticism due to rising concern about obesity ➜ Started a social network MyBlogSpark, putting up posts to defuse complaints. ➜ Brand haters dropped from 4.5% to 2.8% Betty Crocker brand
- 13. Ryanair airlines ➜ known for intentionally provoking its critics. ➜ created buzz by making tongue-in- cheek proposals and inappropriate advertising. ➜ In this way, reinforced its reputation among core customers for going to great lengths to offer rock-bottom fares.
- 15. ➜ Often a single product characteristic separates the detractors from the fans. ➜ Marmite debuted an extra strength version Marmite XO to amplify the differentiation. ➜ Such a strategy can bolster loyalty among the diehard fans. Marmite
- 17. 1 Drive a wedge in the market by targeting a specific consumer segment
- 18. Two UK companies in the alcoholic cider market, Magners and Strongbow positioned their brands in different ways and both observed rising sales.
- 19. BIG CONCEPTBring the attention of your audience over a key concept using icons or illustrations Magners advertised its drink as a refreshingly iced summer beverage. It gained popularity among the upscale young professionals.
- 20. BIG CONCEPTBring the attention of your audience over a key concept using icons or illustrations Strongbow advertised with the tagline ‘Bowtime Hard Earned’ touting the drink as a reward for a hard days work. Its appeal among traditional cider drinkers - working class men intensified.
- 22. Progressive Insurance featured ‘Flo’ in a series of ads. This super peppy character with a big personality annoyed many viewers. But the negative reaction raised brand awareness and increased sales. Design ads to turn off a certain share of viewers.
- 24. A short survey requiring participants to rate the biggest brands of India on a scale of 1-7 was organized and subsequent analysis yielded expected results.
- 26. Clearly, the Indian Market comprises a large number of polarizing brands which can be a key measure for determining customer preference toward the brand.
- 27. Taking a broader perspective, the following ‘BIG’ brands of India were also considered : HATE LOVE HATE LOVE HATE LOVE 4% 54% IIT NaMo 21% 38% Kerala Tourism 13% 38%
- 28. Do the Indian brands employ strategies presented in this article ??
- 29. Flipkart Flipkart’s much awaited Big Billion Day turned out to be a big disappointment due to service disruptions, order cancellations and duplicate products. The very next day, its co-founders Sachin and Binny Bansal issued an unconditional apology hoping to ‘placate its customers’
- 30. Uninor It targets teenagers and youngsters from the middle class population. Most of its advertisements highlight the cost benefits of using Uninor. Top mobile network operators Airtel and Uninor have ‘significantly diverse target consumers’ Airtel It targets an elite class of young upward professionals above 25 years of age. Its advertisements showcase it as the brand providing the best network.
- 31. Thanks!Any questions? You can find me at: vansh.dassani.eee12@iitbhu.ac.in
- 32. Credits ➜ Presentation template by SlidesCarnival ➜ https://www.flickr.com/photos/56759148@N00/7711995766/in/photolist-cKtZEf-9H1wH2- 8LVdcs-97bgpS-7Na3Vk-7Na3yt-9azcYP-9azcjD-9aCkT3-9aCmxb-9eEbnr-7VnQJH- 7KqWxW-7Lxfnd-8CQUT1-bXgbQX-7Lc9yT-7HTzz9-7Ltg5c-7HPDK6-7UnCvN-7HPD2i- 7VxZT3-7XgPSc-dhMqmX-8pKozG-aBBZEo-baEKLt-baEKm4-7RraGX-7RjZXp-94ZGVS- ceCyjA-9H1BJz-97qLTd-7PLdg1-dngfiA-dngfzL-a31uw4-94E1UE-9Mftwd-9ZRgXY-8spoTJ- 8smkfk-8HNozg-9wPPoq-c4dgqW-7MNrfB-8smkTz-8Ti8NW ➜ https://www.flickr.com/photos/derrickharvin/5579937796/in/photolist-9v5D75-tWEizz- AZmEY-r7nDkB-8KZXFy-pMpD6g-7reush-qEHduE-dayzYU-mQc1nr-pDcm6T-r6A72Z- 4nRrvL-a1yWbG-MecLx-iwJt6D-72g7Nf-7eEBWH-BF6pV-7nysFW-m5Jj27-81HYGN- iybDuq-9PR4DC-6au52a-atBJdZ-eeXjAu-r4CWoS-srsJvx-7yJnmd-j2ih6t-oHdarH-Bxsmv- N5bYe-6N6h3H-8kXadc-himcQ-7QBf5G-6HeiXw-eaoL7Z-6D5SsQ-fBmWHV-6LupQW- nKvCqG-pP17EC-4i5ZHR-dNZp94-qHkSRY-bBjwcK-pJudMv ➜ http://www.wallpaper4me.com/images/wallpapers/face-461117.jpeg ➜ http://i.huffpost.com/gen/1093452/images/o-FLO-FROM-PROGRESSIVE-facebook.jpg ➜ https://surveymonkey-assets.s3.amazonaws.com/survey/64713672/7412188d-88ac-494f- 96f8-dbca674ef067.jpg ➜ wallpapers.mi9.com