Making the Most of a Polarizing Brand

1. Heard of it ??

2. Too Many Lovers Too many Haters

3. Then what should be the Strategy??

4. Know the share of voters who can never be persuaded to vote Focus on how to approach under decided voters

5. Net Scores can be misleading

6. High polarizing brands Polarizing Brands Perform poorly Are more risky

7. Brand Dispersion

8. Brand haters can BOOST sales. Your most unhappy customers are your greatest source of learning. Bill Gates

9. Capitalizing Polarization

10. Placate Haters Try to change their mind

11. Negative word of mouth can greatly influence neutral consumers

12. POKE the haters

13. among Amplifying the point of differentiation bolsters loyalty among diehard fans polarizing attribute

14. Creating POLARIZATION To make it stand apart from a crowded field

15. Drive a Wedge in the Market Segmentation can increase polarization in the market which can boost the revenues

16. Launching Provocative Ads Negative reaction based awareness can increase sales

17. Skin Lightening Creams

18. 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

19. But still too many lovers Brand endorsement by famous celebrities Myth of fairer people being more superior Peoples strong desire of becoming fairer

20. Fair & Lovely Ad

21. What has success to do with fairness?? New level of stupidity defined! These life transformation stories work no longer Innovation is required to capture customers imagination rather than telling them imaginary Bollywood stories

22. Low product quality Poor customer service Brand Dislike Functional issues Keypad, Adapter Is cheap Innovation and new technologies Dell

23. Some Customer Reviews on Twitter

24. 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

25. 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

26. Disclaimer Created by Palak Goyal, IIT Kharagpur as a part of internship done under the guidance of Prof. Sameer Mathur, IIM Lucknow IIMInternship.com

Making the Most of a Polarizing Brand

Marketing

brand haters

brand dislikehate

brand dispersion

lovers brand endorsement

barriers of brand adoption

dark skinned people

new channels

brands pepsi