# Love-Hateness Using controversial branding to risk intense aversion for loyal followings. By [Robyn Currie](https://www.trendhunter.com/robyn) | Published Sep 23, 2009, updated Nov 19, 2009 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/kanye-overload-everyone-knows-whether-they-want-to-or-not-what-the-worlds-g ## Key Figures - Trend score: 4.2/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Aug 12 to Sep 18, 2009 - Published: Sep 23, 2009 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Gamification](https://www.trendhunter.com/megatrend/gamification), [Tribalism](https://www.trendhunter.com/megatrend/tribalism) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Themes within the Love-Hateness trend ### Polarizing Personalities Brands can become more memorable and appealing by attaching a polarizing figurehead, slogan or imagery, although doing so risks generating negative press. ### Controversial Advertising Controversial branding can attract loyal followings while simultaneously repelling others. ### 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. ## What the Love-Hateness trend means for industry ### For 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 for Love-Hateness Trend score 4.2 out of 10, from popularity 63%, activity 56%, freshness 8%. - Popularity: 63% - Activity: 56% - Freshness: 8% ## Examples of the Love-Hateness trend 6 featured examples from Aug 12 to Sep 18, 2009. - [Viral Rapper Spoofs](https://www.trendhunter.com/trends/kanye-west-interruption-parodies): Kanye West Interruption Parodies Get Funnier Everytime You See Them (Category: Pop Culture) Implication: 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… - [Award Crashers](https://www.trendhunter.com/trends/kanye-west-taylor-vma): Kanye West Ruins Taylor Swift VMA Moment (Category: Pop Culture) Implication: Opportunities for media companies to create new formats for award shows and events that engage viewers more with technology and social media. - [Red Carpet Liquor](https://www.trendhunter.com/trends/hennessy-cognac): Kanye West Knocks Back Hennessy Cognac to Get Ready for MTV Hijinx (Category: Lifestyle) Implication: Disruptive innovation opportunity: Rethinking packaging and marketing strategies to cater to the growing demand for celebrity-endorsed and event-inspired alcoholic beverages. - [Cloned Kanye Cubs](https://www.trendhunter.com/trends/Kanye-west-takashi-murakami): Takashi Murakami and Kanye West Collaborate in New Exhibition (Category: Art & Design) Implication: The art exhibition industry is seeing a rise in collaborative showcases that unite artists and celebrities, providing new and exciting experiences for visitors. - [Kanye-Fied Websites](https://www.trendhunter.com/trends/kanye-west-website): Disrespect Any Site With the Help of the Kanye West Function (Category: Pop Culture) Implication: Disruptive innovation opportunity to create entertaining and engaging digital content based on popular culture references. - [Superstar Short Films](https://www.trendhunter.com/trends/kanye-west-and-spike-jonze): Kanye West and Spike Jonze Reunite For Major Media Project (Category: Pop Culture) Implication: The music industry can explore disruptive innovation by partnering with filmmakers to create visual experiences that enhance the artistic value of songs and albums. ## Recent trend clusters - [Automated Upkeep](https://www.trendhunter.com/protrends/automated-upkeep) (Tech) - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Autumn Teasers](https://www.trendhunter.com/protrends/autumn-teasers) (Business) - [Ambient Assistance](https://www.trendhunter.com/protrends/ambient-assistance) (Tech) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Marketing](https://www.trendhunter.com/marketing)