Using controversial branding to risk intense aversion for loyal followings
Implications - Polarizing personalities in the media will appeal greatly to some, generating a strong loyal following, while greatly repelling others. For those willing to risk generating negative press in exchange for exposure, attaching a polarizing spokesperson, slogan or imagery to a brand is a surefire way to get attention.
Trend Themes
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Polarizing Personalities — Brands can become more memorable and appealing by attaching a polarizing figurehead, slogan or imagery, although doing so risks generating negative press.
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Controversial Advertising — Controversial branding can attract loyal followings while simultaneously repelling others.
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Real-time Marketing — Real-time marketing, such as the Exploit Chaos stunt and the Kanye-fied websites, leverages events in popular culture to generate attention for a product or service.
Industry Implications
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Advertising — The use of controversial branding, polarizing personalities and real-time marketing tactics can be used to better target potential customers through advertising campaigns.
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Event Marketing — Real-time marketing tactics, including the Exploit Chaos stunt, can be employed to create brand awareness and the potential for increased sales at events and product launches.
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Social Media Marketing — The spread of viral parodies, such as the Kanye West Interruption Parodies and the Kanye-fied websites, can be used as a means of generating organic buzz for a product or service using social media marketing.
