Love or Hate Me, I do care both!
Polarisation is a not-so-good concept in politics. Indeed, it’s as strong as a storm in shaking the unity of a society. In marketing, especially in advertising and PR, polarisation is a great tool to build the foundation for a lovemark.
The greatest enemy of a brand is indifference. It brings nothing: no followers, no sales, no reputation. If a brand is alike to any other brand by its offerings, it will end up in the space of an indifferent and yet scary memory dump.