Make the most of a polarizing brand

1. Make the Most of a Polarizing
Brand

2. Polarizing Brand

4. brand
dispersi
on
that measures
polarization.

6. EXAMPLES

7. Capitalizin
g on
Polarizati
on
Consumers who hate
your brand can be a
good thing.

8. try to change the haters’ minds.

9. Betty
Crocker
brand
Example:

10. Poke the haters.
Intentionally
antagonizing
brand
detractors.

11. Ryanair, a pioneering European
discount airline
Made their travel
conditions worse to

12. Amplify
a
attribute.
To create new
products that
amplify the
point of
differentiation

13. Marmite
Launches
Marmite XO
Example:

14. Creating
Polarization
introduce
polarization in
order to

15. Drive a wedge in the market.
Target a specific consumer segment.

16. Cider
Strongbow
“Bowtime:
Hard Earned”
Example:

17. Launch a
provocative
AD.
Running ads all but
designed to turn off a certain
share of viewers.

18. Progressive
Insurance
“I hate Flo”
Example:

19. Indian
Scene of
Polarizing
Brand

20. 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.

21. It is THE most criticized yet loved
Soap Operas producing studios.

22. Major productions
include
Kyunki Saas Bhi Kabhi Bahu
Thi
Kahaani Ghar Ghar Kii
Kasautii Zindagii Kay

23. It’s production have always been
criticized for their never ending
storyline and drama.

24. This has made it’s
negative image in
the young age
viewers of age
group 15-30.

25. But, it has it’s core
viewer segment in the
home maker women.

26. It continues to portray
mostly family drama and
sensitive family relations in
it’s productions with caters
to it’s CORE AUDIENCE.

27. This has made it’s productions
one of the longest and most
successful T.V series of all
time.

28. How can we ever forget these?

29. BALAJAI TELEFILMS is a prime example of how
to exploit the polarization of your brand and cater
to your core audience for high TRPs.

30. Conclusion

31. 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.

32. Thank You.

33. DISCLAIMER
Created by Divij Chopra, NIT Jaipur,
during an internship by Prof.
Sameer Mathur, IIM Lucknow.
www.IIMInternship.com