Love me or Hate me you can’t ignore me

“Having a bunch of

consumers who hate your

brand is a good thing”

Say what ?

Identifying Market Segments and Targets

Identify and profile distant group of buyers who differ in their needs and wants (Market Segmentation)

Select one or more market segments to enter (market targeting)

While you choose your target market , there is a possibility that you end up with haters in the other segments (voluntarily) or haters in your target segment (involuntarily) and at the same time also with some die hard loyalists of your brand . That is ...

Brand Polarization

“Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don’t alienate anybody, but you don’t excite anybody, either.”- Abercrombie and Fitch CEO

Capitalize on a Polarizing brand

Amplify the point of differentiation

Bolstering loyalty among die hard fans

Poke the haters

Create a buzz

Hey , do you know about it ??

Knowing Haters makes you understand how to persuade

the undecided

No Polarity ?

Everybody loves

me!!

Well ... No !

Everybody finds

you OK !!

Create Polarity

1)Drive a wedge in the market

2)Launch a provocative ad

Some Success Stories

Miracle whip....

“I love it !”

“I’d rather lick your shoe ! ”

Miracle Whip experienced a 631% surge in social media postings and a 14% increase in sales.

“Magners serve-it-over-ice”

“Bowtime: Hard Earned”

VS

Hipsters began to view Strongbow negatively, its appeal among traditional

cider drinkers intensified—and as polarization increased, so did the sales by

23%

Progressive Insurance’s Flo

Geico’s Gecko

Aflac’s Duck

Facebook hosted "I hate Flo” groups, and Progressive routinely appeared high on lists of most-disliked ads. But the campaign and the

negative reaction raised brand awareness and increased sales.

This Salman Khan film is ‘Unjhelable’(unbearable)“We know that a Salman film is created solely to display his ‘andaaz’ designed to send his fans into a swoon.”-Kick Movie Review Indian Express

It looks good, moves fast, shows off its superstar. In the world of harebrained Bhai films - Dabanng included -- Kick is the best made and the most fun. If you're a fan, you just hit the jackpot-rediff.com

In terms of gross collection, Kick's made a business of Rs. 378 crore worldwide, taking it to the position of being Bollywood's fourth-highest worldwide grosser.

There was outrage in intellectual circles after an excerpt was available online. To read a book like a critic, and I believe that literature can change lives. Sadly, Half Girlfriend wasn’t able to change more than half a minute of my thought processes-Business Standard Book review

General snorts followed whenever one mentioned Chetan Bhagat’s book. How could he generalise thus? How can he be so biased against Biharis?

Amazon India’s 2014 Reading Trends poll took place over 10 days (Dec. 26 to Jan. 5) .On the basis of online orders on its website, the survey revealed the list of top 10 bestsellers in 2014. Bhagat’s latest novel-Half Girlfriend sold the maximum number of copies in India in 2014.

Dint really like it ......

Then...

You can go back to the straightforward approach of placating your haters . ....and become plain vanilla .

Disclaimer Created by :Tanushree Shukla MNNIT-Allahabad during an internship under the guidance ofProf. Sameer Mathur, IIM Lucknow.www.IIMInternship.com