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.
Every brand wants to become Number One. Social media is challenging, demanding and competitive. To thrive in this environment, brands need new strategies.
What about being a polarising brand?
To become divided into two conflicting and opposing groups is polarising. To cause people to adopt extreme opposing positions in the name of adopting a brand to love it or hate, it is a polarising brand.
Other than football clubs or political parties, polarisation is everywhere in our society. It is not about discrimination or anarchy. Even many ‘favourable’ eco-brands have polarising attributes to relate their existence with nature mother, such as Goop, Patagonia. They do not strive for anger or disobedience, but they have foundations of peace and unity.
Social media nourishes the polarisation
Fact 1: Recent trends on social media and its inevitable rise of power provide an acceleration in the polarisation of opinions and beliefs.
Fact 2: Brands become more humanised to reach people’s hearts. They need to build specific archetypes to serve highly fragmented consumer segments.
Fact 3: Professionals and experts are eager to build their personal brand through their opinions or talents with a cost advantage in the go-to-market offered by social media.
Under these facts, all players require more compelling solutions to provoke people to act.
A recent example: Tarkan
Tarkan — the megastar musician of Turkey, launched a new single named ‘Geccek’ (It’ll Be Over) two days ago. As the lyrics and video about the recent troubles such as lockdown…