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This presentation is based on
an article published in the
Harvard business review
By
Xueming Luo
Michael Wiles
Sascha Raithel
A brand with middle score can be
highly Polarizing with large
number of
passionate
detractors
Fervent
supporters
a
n
d
Brand dispersion
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
R
a
t
i
n
g
Brand X Brand Y
Brand dispersion
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
R
a
t
i
n
g
Brand X Brand Y
Brand X is more Dispersed
Sometimes being
“all things to all
people”
can backfire heavily
Therefore
consumer segmentation
is created, which increases polarization and boosts
revenue
Blackberry which was
perceived as a
Professional
device
targeted the youth
by introducing
advertisement on
Blackberry
Boys
While a large number of consumers
consider axe commercials
over-the-top, ridiculous & degrading,
it still
ranks as
one of the top 5 best
selling deodorants for men
Capitalizing
1. Placate the Haters
2. Poke the Haters
3. Amplify a polarizing attribute
Creating
1. Drive a wedge in the market
2. Launch a provocative ad
On Polarization Polarization
Polarizing brands have extreme opposition positions with
fervent supporters and passionate detractors