Make the most of a polarizing brand
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Kraft's market research revealed that its Miracle Whip product was polarizing, leading to an ad campaign featuring celebrities with opposing views which resulted in a significant surge in social media engagement and sales. Brands with high polarization can leverage this through techniques like addressing detractors, provoking responses, or amplifying unique attributes to enhance customer loyalty and differentiate themselves. Social media has accelerated brand wars, providing platforms for both supporters and detractors, thereby influencing brand awareness and customer lifetime value.
Make the most of a polarizing brand
- 2. OUR JOURNEY BEGINS . . . .
- 3. . . . . WITH A MARKET RESEARCH STUDY
- 4. KRAFT MARKETERS RESEARCHED SHOPPER’S ATTITUDES TOWARDS THEIR SLIGHTLY-SWEETER- THAN-MAYONNAISE SANDWICH SPREAD
- 5. “WHAT DO YOU THINK OF MIRACLE WHIP ?“
- 6. SO MANY, LOVEDIT & AS MANY, HATEDIT
- 7. THE COMPANY HAD A POLARISING PRODUCT
- 8. “SO WHAT IS A POLARISING PRODUCT ?“
- 9. PEOPLE ADOPT EXTREME OPPOSING POSITIONS IN THE NAME OF ADOPTING A BRAND
- 10. HOW IS IT BENEFICIAL ? HIGHLY POLARISING BRANDS HAVE - LOYAL CUSTOMERS LESS RISK INVOLVED IN MARKET INVESTMENT
- 11. “SO WHAT DID KRAFTS DO ?“
- 12. WHEN THE COMPANY REALIZED IT HAD A POLARISING PRODUCT
- 13. KRAFTS LAUNCHED AN AD CAMPAIGN WITH LOVE-EM-OR-HATE- EM CELEBRITIES HAVING OPPOSITE VIEWS OF THE PRODUCT
- 14. THE STRATEGY WORKED 631% SURGE IN SOCIAL MEDIA POSTINGS 14% INCREASE IN SALES
- 17. BRAND DISPERSION
- 18. “WHY IS BRAND DISPERSION IMPORTANT?“
- 19. MARKETERS TRY TO UNDERSTAND CONSUMER’S ATTITUDES USING “MEAN” OR “NET” SCORES
- 22. A MIDDLE SCORING BRAND CAN BE HIGHLY POLARIZING EQUAL & LARGE NUMBER OF FERVENT SUPPORTERS & PASSIONATE DETRACTORS
- 24. SOCIAL MEDIA GIVES HATERS OUTLETS FOR BROADCASTING DISLIKE
- 25. “SO HOW DO WE FIND BRAND DISPERSION?“
- 26. GREATER POLARIZATION IS EQUAL TO 1. HIGHER % OF BRAND DEVELOPERS AND LOVERS 2. HIGHER STANDARD DEVIATIONS
- 28. IF YOUR BRAND HAS A HIGH DEGREE OF POLARIZATION USE THESE 3 TECHNIQUES
- 30. PLACATE THE HATERS TRY TO CHANGE THE HATER’S MINDSET REDUCES NEGATIVE WORD OF MOUTH & CREATES POTENTIAL BUYERS
- 34. BETTY CROCKER TOOK STEPS TO ASSUAGE ITS CRITICS MyBlogSpark GLUTEN-FREE MIX CELIAC DISEASE FOUNDATIONS liveglutenfreely.com
- 35. POKE THE HATERS
- 36. POKE THE HATERS COMPANIES ANTAGONIZE BRAND DETRACTORS CREATES BUZZ RECONNECTS WITH ENTHUSIASTIC CUSTOMER
- 37. EXAMPLE RYANAIR
- 39. PROVOCATIVE ANNOUNCEMENTS PUT IT IN HEADLINES & CEMENTED ITS REPUTATION OF OFFERING ROCK- BOTTOM FARES
- 41. AMPLIFY A POLARIZING ATTRIBUTE COMPANIES CREATE NEW PRODUCTS THAT AMPLIFY POINT OF DIFFERENTIATION TO BOOST LOYALTY & REVENUE FROM DIEHARD FANS
- 42. EXAMPLE MARMITE
- 43. TAGLINE - LOVE IT OR HATE IT
- 44. TO AMP UP ENTHUSIASM AMONG ITS MOST ARDENT FANS IT LAUNCHED ….
- 47. TO STAND APART FROM A CROWD AND DIFFERENTIATE FROM COMPETITOR, MARKETER MAY WISH TO INTRODUCE POLARIZATION 2 TECHNIQUES ARE AS FOLLOWS
- 48. DRIVE A WEDGE IN THE MARKET
- 50. DRIVE A WEDGE TRYING TO BE ALL THINGS TO ALL PEOPLE CAN BACKFIRE DO MARKET RESEARCH AND TARGET SPECIFIC SEGMENTS
- 51. A STORY FROM THE AESOP’S FABLES
- 54. STRONGBOW INVESTED HEAVILY IN THE CORE MARKET AND LOST NEWER CUSTOMERS LAUNCHED AN AD CAMPAIGN “BOWTIME: HARD EARNED”
- 55. THE STRATEGY SUCCEDED ITS APPEAL AMONG TRADITIONAL DRINKERS INTENSIFIED AND FELL AMONG HIPSTERS AS POLARIZATION INCREASED SO DID SALES
- 57. LAUNCH A PROVOCATIVE AD TO INCREASE VISIBILITY MARKETERS RUN ADS ALL BUT DESIGNED TO TURN OFF A CERTAIN SHARE OF VIEWERS
- 60. PROGRESSIVE MADE FLO A REAL PERSON WITH A BIG PERSONALITY AND MANY FOUND HER ANNOYING NEGATIVE REACTION RAISED BRAND AWARENESS AND INCREASED SALES
- 61. WHETHER YOU LOVED HER OR HATED HER YOU JUST COULDN’T IGNORE HER GOLDEN RULE – NO PUBLICITY IS BAD PUBLICITY
- 62. SOCIAL MEDIA
- 63. THERE ARE BRAND WARS HAPPENING ON SOCIAL MEDIA BETWEEN DIFFERENT BRANDS, AND BETWEEN THEIR LOYAL CUSTOMERS IN REAL TIME
- 68. RECAP
- 70. IN CONCLUSION BRANDS BENEFIT FROM INCREASED - CUSTOMER LIFETIME VALUE, SALES AND BRAND AWARENESS
- 72. DISCLAIMER Created by Bhavnoor Singh, IIT Roorkee, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow. (See www.IIMInternship.com )