Making the Most of a Polarizing Brand
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This document discusses strategies for dealing with brand haters and polarization. It suggests focusing on under-decided voters rather than trying to change brand haters. While negative word of mouth from haters can influence others, amplifying what differentiates a brand can boost loyalty among fans. Segmentation can increase polarization and revenues by driving a wedge in the market. The document also provides recommendations for addressing brand dislike, such as understanding reasons for dislike, allowing feedback, and finding ways for consumers to connect with brands emotionally.
Making the Most of a Polarizing Brand
- 2. Heard of it ??
- 6. Then what should be the Strategy??
- 7. Know the share of voters who can never be persuaded to vote Focus on how to approach under decided voters
- 10. Brand Dispersion
- 11. Brand haters can BOOST sales. Your most unhappy customers are your greatest source of learning. Bill Gates
- 13. Placate Haters Try to change their mind
- 14. Negative word of mouth can greatly influence neutral consumers
- 15. POKE the haters
- 16. among Amplifying the point of differentiation bolsters loyalty among diehard fans polarizing attribute
- 17. Creating POLARIZATION To make it stand apart from a crowded field
- 18. Drive a Wedge in the Market Segmentation can increase polarization in the market which can boost the revenues
- 19. Launching Provocative Ads Negative reaction based awareness can increase sales
- 22. • Skin tone has nothing to do with the attractiveness of a person • Creates insecurity and feeling of inferiority in dark skinned people • Perpetuate a cultural myth about the aesthetic and social superiority of fairer skin. • Makes people more self hating • Harmful chemicals like mercury which causes skin cancer Too many Brand Haters
- 23. But still too many lovers • Brand endorsement by famous celebrities • Myth of fairer people being more superior • People’s strong desire of becoming fairer
- 24. Fair & Lovely Ad
- 25. What has success to do with fairness?? New level of stupidity defined! These life transformation stories work no longer Innovation is required to capture customer’s imagination rather than telling them imaginary Bollywood stories
- 26. • Low product quality • Poor customer service • Brand Dislike • Functional issues – Keypad, Adapter • Is cheap • Innovation and new technologies Dell
- 27. Some Customer Reviews on Twitter
- 28. • People prefer coke over Pepsi • No Corporate Social Responsibility • People complains about recruiting policy • Too much sugar, harmful for health • Ads are a source of embarrassment • Quintessential American brand, people who want to condemn the American way of life target these brands Pepsi
- 29. • Research can be carried on different SECs, different age groups to identify key reasons for brand dislike/hate and identify barriers of brand adoption • Exploring new channels of 2-way communication online to address brand dislike. • Develop channels where the consumers can emotionally connect with the brand. For example, Kleenex with its 'let it out' campaign • Feedback: Allow consumers to provide feedback about products and services by using corporate blogs, twitter page, facebook presence etc. Recommendations
- 31. Disclaimer Created by Palak Goyal, IIT Kharagpur as a part of internship done under the guidance of Prof. Sameer Mathur, IIM Lucknow IIMInternship.com