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Make the most of a
Polarizing Brand
Based on a
Harvard Business
Review article by
Xueming Luo
Michael Wiles
Sascha Raithel
Make the most of a polarizing brand
Marketers at Kraft found surprisingly deep emotions
among the shoppers :
“Many people love Miracle Whip,
but several others detest it”
“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.”
Miracle
Whip
is a polarizing brand
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.
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
Capitalizing on
Polarization
1Placate the
haters.
➜ 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
2Poke the
haters.
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.
3
Amplifying a
Polarizing
Attribute
➜ 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
Creating
Polarization
1
Drive a wedge
in the market
by targeting a specific
consumer segment
Two UK companies in the alcoholic cider
market, Magners and Strongbow
positioned their brands in different ways
and both observed rising sales.
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.
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.
2Launch a
provocative ad
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.
Relevance
in the
Indian
Market
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.
Make the most of a polarizing brand
Clearly, the Indian
Market comprises a
large number of
polarizing brands
which can be a key
measure for
determining
customer
preference toward
the brand.
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%
Do the Indian
brands employ
strategies
presented in this
article ??
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’
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.
Thanks!Any questions?
You can find me at:
vansh.dassani.eee12@iitbhu.ac.in
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
Make the most of a polarizing brand

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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.”
  • 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