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Branding Your Innerself…
'Could it be that nothing builds customer loyalty like a little controversy? It sure seems that way sometimes. For example, have you ever noticed that whenever The Future (us) TheFutureForward.net run articles with "Black Pride" or “ Party” or even “Pride Parties” in the headline, reader comments flow like water - from both the Twitteries and the wake-me-when-it's-over crowd.
'Could it be that nothing builds customer loyalty like a little controversy? It sure seems that way sometimes. For example, have you ever noticed that whenever The Future (us) TheFutureForward.net run articles with "Black Pride" or “ Party” or even “Pride Parties” in the headline, reader comments flow like water - from both the Twitteries and the wake-me-when-it's-over crowd.
This speaks to the power of polarization, putting something out there that immediately evokes strong feelings from the audience, one way or
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And if that happens to rub some folks the wrong way, so what?
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If you think about it, attempting to avoid polarization is really just another way of trying to be all things to all people. And as we learned on the first day of Marketing 101, that doesn't work. The thing is, if you put something out there that really resonates with your audience (and it's authentic), and someone who is not your target weighs in with their dissatisfaction, it'll probably incite your customers to come to your defense. The "controversy" surrounding your messaging gives your loyal customers permission to enter the conversation and stick up for you. Be wary, though. Creating controversy for controversy sake doesn't necessarily polarize people. It just pisses them off. Taste matters. And if your target market sees your "faux controversy" as a misguided attempt to get some cheap ink, you're a goner.
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After all, at a beauty pageant, no one remembers Miss Congeniality.
3 comments:
That was excellent and timely. Most importantly, it was completely accurate. Folks need to determine their product, market and brand value - stick to it and work it like nothing else. Every demo will not buy your product in general and especially if you try to market to every demo - market to your true audience and they will spread the word for you!
Great story and nicely put. BTW, Luv the last photo! ;)
You hit it the nail right on the head. This is so true, because sometimes I can find myself sticking up for some of my favorite celebrities and have never met them. The minute something is fishy I find another,LOL. Let them come back and reinvent themselves and do something different, Im back in Love. Marketing is key to the audience.
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