Make the Most of a Polarizing
Brand
Polarizing Brand
A brand with a middling score may, in fact, be highly
polarizing, with large numbers of fervent supporters and passionate detractors
canceling one another out.
brand dispersio
n
that measurespolarization.
Brand’s are widely dispersed—they have brand lover and brand
hater.
EXAMPLES
Capitalizing on
Polarization
Consumers who hate
your brand can be a good thing.
Placate the haters.
try to change the haters’ minds.
Betty Crocke
r brand
Example:
Poke the haters.
Intentionally
antagonizing brand
detractors.
Ryanair, a pioneering European discount
airline
Made their travel conditions worse to give cheap prices.
Amplify a
polarizing
attribute.
To create new
products that
amplify thepoint of
differentiation
Marmite
LaunchesMarmite XO
Example:
Creating Polarization
introduce polarization in
order to differentiate
Drive a wedge in the market.
Target a specific consumer segment.
Cider Strongbow “Bowtime:
Hard Earned”
Example:
Launch a provocativ
e AD.
Running ads all but
designed to turn off a certain share of
viewers.
Progressive Insurance
“I hate Flo”
Example:
Indian Scene
of Polarizing Brand
BALAJI TELEFILMS is an Indian company owned
by actor Jeetendra, which produces Indian soap operas, reality TV, comedy, game shows,
entertainment and factual programming in
several Indian languages.
It is THE most criticized yet loved Soap Operas
producing studios.
Major productions include
Kyunki Saas Bhi Kabhi Bahu Thi
Kahaani Ghar Ghar Kii
Kasautii Zindagii Kay
It’s production have always been criticized for their never ending storyline and drama.
This has made it’s negative image in the young age
viewers of age group 15-30.
But, it has it’s core viewer segment in the home maker women.
It continues to portray mostly family drama and sensitive family relations in it’s productions with
caters to it’s CORE AUDIENCE.
This has made it’s productions one of the
longest and most successful T.V series of
all time.
How can we ever forget these?
BALAJAI TELEFILMS is a prime example of how to exploit the polarization of your
brand and cater to your core audience for high TRPs.
Conclusion
Managers should avoid relying on averages
Fueled by social media, pockets of haters can quickly
develop and spread, even for brands that once enjoyed uniform appeal.
Thank You.
DISCLAIMER
Created by Divij Chopra, NIT Jaipur, during an internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com