Using controversial branding to risk intense aversion for loyal followings
Implications - 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
1. Polarizing Personalities - Brands can become more memorable and appealing by attaching a polarizing figurehead, slogan or imagery, although doing so risks generating negative press.
2. Controversial Advertising - Controversial branding can attract loyal followings while simultaneously repelling others.
3. 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
1. Advertising - The use of controversial branding, polarizing personalities and real-time marketing tactics can be used to better target potential customers through advertising campaigns.
2. 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.
3. 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.
