Category
Tech
Automated Upkeep
Trend cluster
Category
Love-Hateness
Using controversial branding to risk intense aversion for loyal followings.
4.2
Trend score
Trend
What is the Love-Hateness trend?
Love-Hateness: 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
Themes within the Love-Hateness trend
Three behaviours holding the trend together01
Polarizing Personalities
Brands can become more memorable and appealing by attaching a polarizing figurehead, slogan or imagery, although doing so risks generating negative press.
02
Controversial Advertising
Controversial branding can attract loyal followings while simultaneously repelling others.
03
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
What the Love-Hateness trend means for industry
Where the trend changes the playbookFor
Advertising
The use of controversial branding, polarizing personalities and real-time marketing tactics can be used to better target potential customers through advertising campaigns.
For
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.
For
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.
Trend signals
Trend signals for Love-Hateness
Trend score 4.2 out of 10, from popularity 63%, activity 56%, freshness 8%.
Popularity63%
Activity56%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Love-Hateness trend
6 featured examples from Aug 12 to Sep 18, 2009CategoryPop Culture
Viral Rapper Spoofs
Kanye West Interruption Parodies Get Funnier Everytime You See Them
The entertainment industry can take advantage of the popularity of Kanye West parody videos by creating music video parodies or incorporating parody elements into their own conten…
CategoryPop Culture
Award Crashers
Kanye West Ruins Taylor Swift VMA Moment
Opportunities for media companies to create new formats for award shows and events that engage viewers more with technology and social media.
CategoryLifestyle
Red Carpet Liquor
Kanye West Knocks Back Hennessy Cognac to Get Ready for MTV Hijinx
Disruptive innovation opportunity: Rethinking packaging and marketing strategies to cater to the growing demand for celebrity-endorsed and event-inspired alcoholic beverages.
CategoryArt & Design
Cloned Kanye Cubs
Takashi Murakami and Kanye West Collaborate in New Exhibition
The art exhibition industry is seeing a rise in collaborative showcases that unite artists and celebrities, providing new and exciting experiences for visitors.
CategoryPop Culture
Kanye-Fied Websites
Disrespect Any Site With the Help of the Kanye West Function
Disruptive innovation opportunity to create entertaining and engaging digital content based on popular culture references.
CategoryPop Culture
Superstar Short Films
Kanye West and Spike Jonze Reunite For Major Media Project
The music industry can explore disruptive innovation by partnering with filmmakers to create visual experiences that enhance the artistic value of songs and albums.
