Making the Most of a Polarized Brand, based on HBR article

2. Heard of it ??

3. Too Many
Lovers
Too many
Haters

6. Then what
should be the
Strategy??

7. Know the share of voters who can never be
persuaded to vote
Focus on how to approach under decided
voters

8. Net Scores
can be
misleading

9. High polarizing brands
Polarizing
Brands
Perform
poorly
Are more
risky

10. Brand
Dispersion

11. Brand
haters can
BOOST
sales.
Your most unhappy customers
are your greatest source of
learning.
Bill Gates

12. Capitalizing
Polarization

13. Placate
Haters
Try to change their
mind

14. Negative word of mouth can greatly influence
neutral consumers

15. POKE
the haters

16. among
Amplifying the point of differentiation bolsters
loyalty among diehard fans
polarizing attribute

17. Creating
POLARIZATION
To make it stand apart from
a crowded field

18. Drive a Wedge in
the Market
Segmentation can increase
polarization in the market which
can boost the revenues

19. Launching Provocative Ads
Negative reaction
based awareness
can increase sales

21. Skin
Lightening
Creams

22. • Skin tone has nothing to do with the attractiveness
of a person
• Creates insecurity and feeling of inferiority in dark
skinned people
• Perpetuate a cultural myth about the aesthetic and
social superiority of fairer skin.
• Makes people more self hating
• Harmful chemicals like mercury which causes skin
cancer
Too many Brand Haters

23. But still too many lovers
• Brand endorsement by famous celebrities
• Myth of fairer people being more superior
• People’s strong desire of becoming fairer

24. Fair & Lovely Ad

25. What has success to do
with fairness??
New level of stupidity defined!
These life transformation stories work no
longer
Innovation is required to capture customer’s
imagination rather than telling them
imaginary Bollywood stories

26. • Low product quality
• Poor customer service
• Brand Dislike
• Functional issues – Keypad, Adapter
• Is cheap
• Innovation and new technologies
Dell

27. Some Customer Reviews on Twitter

28. • People prefer coke over Pepsi
• No Corporate Social Responsibility
• People complains about recruiting policy
• Too much sugar, harmful for health
• Ads are a source of embarrassment
• Quintessential American brand, people who want to
condemn the American way of life target these brands
Pepsi

29. • Research can be carried on different SECs, different age groups to
identify key reasons for brand dislike/hate and identify barriers of
brand adoption
• Exploring new channels of 2-way communication online to address
brand dislike.
• Develop channels where the consumers can emotionally connect with
the brand. For example, Kleenex with its 'let it out' campaign
• Feedback: Allow consumers to provide feedback about products and
services by using corporate blogs, twitter page, facebook presence etc.
Recommendations

31. Disclaimer
Created by Palak Goyal, IIT Kharagpur as a
part of internship done under the guidance of
Prof. Sameer Mathur, IIM Lucknow
IIMInternship.com