Make the most of a Polarising Brand

Isha I Mansi I Nalini I SurbhiGroup 1

Haters

Lovers

What is a Polarizing Brand???Apple here is a polarizing brand

Indifference is the worst place for a brand to exist. Love and Hate both involve energy,

Commitment and Knowledge.

Positive Buzz

Negative Buzz

MODI: The man who single handedly polarized the entire nation

OR ITS WORST

NIGHTMARE

INDIA’S GREATEST SAVIOUR

Has won over many fans with his governance and wry sense of humour, the general public and

world leaders included

Continues to be blamed for the Godhra riots and is the subject of ridicule by the Opposition

and the Chief Minister of Delhi

SAINT

SINNER

PETA

THE GOOD, THE BAD AND THE UGLY

It’s easy to point the finger at those who are forced to do the “dirty work” caused by a throwaway society’s casual acquisition and breeding of dogs and cats who end up homeless and unwanted, but at PETA, we will never turn our backs on neglected, unloved, and homeless animals—even if the best we can offer them is a painless release from a world that doesn’t have enough heart or homes with room for them.

• The organization, which claims to be dedicated to the cause of animal rights, can't explain why its adoption rate is only 2.5 percent for dogs.

• In 2011, People for the Ethical Treatment of Animals (PETA) behaved in a regrettably consistent manner: it euthanized the overwhelming majority (PDF) of dogs and cats that it accepted into its shelters.

PETA knows that provocative, attention-grabbing actions are sometimes necessary to get people talking about issues that they would otherwise prefer not to think about.

All of PETA’s “naked” advertisements are intended to underscore an important message, whether it’s to reveal the cruelty of fur production, to emphasize the health benefits of vegan foods, or to show the vulnerability of animals in laboratories or circuses.

v/s

Starbucks Lovers V/S Haters

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Did you ever notice how people hold their Starbucks cups? Particularly women? Always with the elbow bent, forearm up, hand facing forward, label out? Like they are holding a marching baton!

People go to Starbucks so they can walk out with the logoed cup and announce to the world that they can afford to spend $10 on a cup of coffee

This is what coffee used to be:

Thanks to Starbucks, this is what coffee has become:

IT GAVE US A COFFEE LANGUAGE

WITHOUT IT, WOULD WE HAVE SPECIALTY COFFEE?

PASSIONATE BARISTAS ARE BORN BEHIND THOSE COUNTERS

SUDDENLY IT'S OK TO SPEND MONEY ON COFFEE

YOU ALWAYS KNOW WHAT YOU'RE GETTING

BUT…

Why Polarization

?

Overcrowding

Fragmented Media

Differentiation

Brand Loyalty

How to measure Brand Polarization???

BRAND

Greater the Dispersion, more Polarized the brand

Brand M Brand NBoth Brands have a Mean of 3, But Brand M is more

Dispersed

A brand in the middle may also be highly polarized

Effect of Polarization

How to Capitalize on Polarization

PLACATE THE

HATERS

Nestle Maggi Controversy

Company Statement

Nestle website containing Q&A Platforms and clarifications for customers

Maggi noodles are 100% safe. The test results from all laboratories mandated by honorable Bombay High court has validated Nestle India’s position that MAGGI Noodles were and are safe. The health and safety of consumers is and will always remain highest priority at Nestle.

Widely criticized for its unrealistic body image, Barbie came up with a range of 33 new dolls in all shapes and complexions

Barbie Dolls Controversy

Poke the Haters

Example of Poke the haters: AIB Knockout

Have taken down AIB Knockout for now. We will speak soon.— All India Bakchod (@AllIndiaBakchod) February 3, 2015

Called the AIB knockout event “violent”. He said though he hasn’t seen

the entire ‘roast’ but he was very ‘disappointed’ with whatever clips he

had seen.

AMPLIFY a Polarizing

Attribute

Cadbury Bournville

In India, people are used to the sweet taste of chocolates and were not accustomed to the taste of Dark Chocolate

Initially they advertised about the exclusiveness of the chocolate:You do not buy a Bournville, You earn it

Stressing the non-sweet taste in their advertisements, they amplified their POD

How to create Polarization

1. Drive a wedge in the marketStrong focused segmentation increases

polarization

Magners advertised its drink as a refreshingly iced summer

beverage targeting the upscale young

Professionals segment

Strongbow advertised with the tagline ‘Bowtime Hard Earned’ positioning the drink as a reward for a hard days work

targeting the working class men segment

Axe- Highly focused on younger men- college students, young

working professionals

Old Spice- Positioned as a very masculine product for men who

are well settled and have a bold and confident image of

themselves

• Airtel targets an elite class of young upward professionals with value preposition on quality ad brand providing the best network

• Uninor, on the other hand, targets teenagers and youngsters from the middle class population with value preposition on price

Mercedes V/S Jaguar

https://www.youtube.com/watch?v=-7q7j4nXgMw

2. Launch a Provocative ad

Coca Cola Fairlife

Blossom Book house is the largest second-hand bookstore in

India