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