Make the most of a polarizing brand
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This document discusses strategies for companies to capitalize on brand polarization. It provides examples of companies that have successfully harnessed polarization to drive sales. Some key strategies discussed are identifying polarized customer opinions, placating brand detractors, antagonizing haters to create buzz, amplifying polarizing attributes through new products, driving wedges in the market through targeted campaigns, and launching provocative ads. The conclusion emphasizes that companies should assess and exploit brand dispersion by not relying on average opinions and responding strategically to pockets of haters on social media.
Make the most of a polarizing brand
- 1. Making the most of a Polarizing “Brand”
- 3. Hello! I am Phanindra Sura These slides were created as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com)
- 5. This presentation is based on article by Harvard Business Review By Xueming Luo Michael Wiles Sascha Raithel
- 6. 2. Let’s begin with a story!
- 7. What do you think of Miracle Whip? Miracle Whip is a dressing manufactured by Kraft Foods and sold throughout the United States and Canada. Its something like Mayonnaise!
- 8. When Marketers at Kraft began researching shoppers’ attitudes toward the dressing, they found surprisingly deep emotions.
- 9. A lots of people love it. And some just hate that.
- 18. This is the company’s opinion
- 20. Moral: If a company can harness The power of its polarization Effectively, it will surely cause rush in of profits
- 26. Identifying these instances is very important. Because.,
- 27. Social media give brand detractors ready outlet for broadcasting their dislike.
- 34. “Love me or hate me, both are in my favor…If you love me, I’ll always be in your heart…If you hate me, I’ll always be in your mind – by Shakespeare
- 39. followed this approach in late 2000s.
- 43. This lead to identification of customer opinion and that year, betty became a first brand to come up with Gluten-free baking mix.
- 44. This lead to identification of customer opinion and that year, betty became a first brand to come up with Gluten-free baking mix.
- 46. Poke the haters.
- 47. Some companies succeed by Intentionally antagonizing Brand detractors.
- 48. This can create buzz and Reinforce brand’s Connection with its most enthusiastic consumer.
- 49. Because people often feel Compelled to defend their favorite product that has come under attack. And defense mounted by fans often sways neutral consumers into becoming supporters.
- 51. Instead of seeking To narrow the gap and reduce the haters’ rancor, Some companies decide to create new products that amplify the points of differentiation.
- 52. This has been a polarizing product since beginning, because of its strong taste.
- 53. Indeed its tag line is, “Love it or Hate it”
- 54. To amp up the enthusiasm among its most ardent fans, it launched,
- 55. Due to proper social media publicity and harnessing product polarization, Its sales were very successful.
- 57. Sometimes a product or brand isn’t inherently Polarizing, But marketer may wish to introduce Polarization.
- 58. Drive a wedge in the market.
- 59. Trying to be all things to all people can backfire.
- 60. In this strategy, Magners’ cider has converted its image into a iced- Hip drink. Their sales increased as they specifically targeted Young professional crowd.
- 61. Strong bow, its competitor decided to invest heavily in the core market, though losing new consumers.
- 62. As a result, its sales rose by 23%. It launched a campaign,
- 64. Flo, from Progressive insurance was a super peppy character in its ads.
- 65. Though some adore her, many use to hate her.
- 66. This negative reaction raised its brand awareness and increased sales.
- 67. Managers should avoid relying on averages.
- 68. Learning to asses and exploit brand dispersion is a natural step in progression.
- 69. Fueled by social media, pocket of haters can quickly develop and spread. Companies need to respond strategically
- 70. Thanks! You can find me at: sura.phanindra@gmail.com