How to make the most of a polarizing brand

1. Make the most of
a Polarising Brand
Isha I Mansi I Nalini I
Group 1

2. HatersLovers
What is a Polarizing Brand???
Apple here is a polarizing
brand

3. Indifference is the worst place for a brand to
exist. Love and Hate both involve energy,
Commitment and Knowledge.
Positive
Buzz
Negative
Buzz

5. MODI: The man who single handedly
polarized the entire nation
OR ITS
WORST
NIGHTMARE
INDIA’S
GREATEST
SAVIOUR

6. Has won over many fans with his governance and
wry sense of humour, the general public and
world leaders included
Continues to be blamed for the Godhra riots and is
the subject of ridicule by the Opposition
and the Chief Minister of Delhi
SAINT
SINNER

7. P
E
T
A

8. THE GOOD, THE BAD AND THE UGLY
 It’s easy to point the finger at those who are
forced to do the “dirty work” caused by a
throwaway society’s casual acquisition and
breeding of dogs and cats who end up
homeless and unwanted, but at PETA, we will
never turn our backs on neglected, unloved,
and homeless animals—even if the best we can
offer them is a painless release from a world
that doesn’t have enough heart or homes with
room for them.
• The organization, which claims to be
dedicated to the cause of animal rights, can't
explain why its adoption rate is only 2.5
percent for dogs.
• In 2011, People for the EthicalTreatment of
Animals (PETA) behaved in a regrettably
consistent manner: it euthanized the
overwhelming majority (PDF) of dogs and cats
that it accepted into its shelters.

9. PETA knows that provocative, attention-
grabbing actions are sometimes necessary
to get people talking about issues that they
would otherwise prefer not to think about.
All of PETA’s “naked” advertisements are
intended to underscore an important
message, whether it’s to reveal the cruelty
of fur production, to emphasize the health
benefits of vegan foods, or to show the
vulnerability of animals in laboratories or
circuses.

10. v/s
Starbucks LoversV/S Haters

11. zz
Did you ever notice how
people hold their Starbucks
cups? Particularly women?
Always with the elbow bent,
forearm up, hand facing
forward, label out? Like they
are holding a marching
baton!
People go to Starbucks so they
can walk out with the logoed cup
and announce to the world that
they can afford to spend $10 on
a cup of coffee
This is what coffee used to be:
Thanks to Starbucks, this is what
coffee has become:
IT GAVE US A COFFEE LANGUAGE
WITHOUT IT,WOULDWE HAVE SPECIALTY COFFEE?
PASSIONATE BARISTAS ARE BORN BEHINDTHOSECOUNTERS
SUDDENLY IT'S OKTO SPEND MONEY ON COFFEE
YOUALWAYS KNOWWHATYOU'RE GETTING
BUT…

12. Why
Polarization
?
Overcrowding
Fragmented
Media
Differentiation
Brand
Loyalty

13. How to measure Brand
Polarization???
Greater the
Dispersion,
more
Polarized the
brand

14. Brand M Brand N
Both Brands have
a Mean of 3, But
Brand M is more
Dispersed
A brand in the middle may also be highly polarize

15. Effect of Polarization

16. How to Capitalize
on Polarization

18. Nestle Maggi Controversy
Company Statement
Nestle website containing Q&A Platforms
and clarifications for customers
Maggi noodles are 100% safe.The test
results from all laboratories mandated by
honorable Bombay High court has
validated Nestle India’s position that
MAGGI Noodles were and are safe.The
health and safety of consumers is and will
always remain highest priority at Nestle.

19. Widely criticized
for its unrealistic
body image,
Barbie came up
with a range of 33
new dolls in all
shapes and
complexions
Barbie Dolls Controversy

21. Example of Poke the haters: AIB Knockout
Have taken down AIB Knockout for now.
We will speak soon.
— All India Bakchod
(@AllIndiaBakchod) February 3, 2015
Called the AIB knockout event
“violent”. He said though he
hasn’t seen the entire ‘roast’ but
he was very ‘disappointed’ with
whatever clips he had seen.

23. Cadbury Bournville
In India, people are used to the sweet taste of chocolates and were not accustomed to the taste of Dark Chocolate
Initially they advertised about the
exclusiveness of the chocolate:
You do not buy a Bournville,You earn it
Stressing the non-sweet taste in their
advertisements, they amplified their POD

24. How to create
Polarization

25. 1. Drive a wedge in the market
Strong focused segmentation increases polarization

26. Magners advertised its drink as a
refreshingly iced summer beverage
targeting the upscale young
Professionals segment
Strongbow advertised with the tagline ‘Bowtime
Hard Earned’ positioning the drink as a reward for a
hard days work targeting the working class men
segment

27. Axe- Highly focused on younger men-
college students, young working
professionals
Old Spice- Positioned as a very
masculine product for men who are
well settled and have a bold and
confident image of themselves

28. MercedesV/S Jaguar
https://www.youtube.com/watch?v=-7q7j4nXgMw

29. 2. Launch a Provocative
ad
Coca Cola Fairlife

31. Blossom Book house is the
largest second-hand bookstore in
India