Make the Most of a

Polarized Brand

Brand Management

Group-1 Sec A IIM Lucknow

Bharti Yadav | Biswajit Samaddar | Prerna Pal | Rohini Kumar | Tuhin Rawat

Agenda

Brand Dispersion

McDonald’s Example

Why Polarization?

Polarization Chain

Driving the wedge in the market

Launching Provocative Ads

Summary

BRAND DISPERSION

Most Polarized

Least Polarized

McDONALD’S the most dispersed

brand

ACER the least dispersed

Attack on social Media

Starting February 2, we will be

randomly accepting a new form of

payment.

MC Donald-Pay With Love

Pay with love campaign

MC Donald-Our Food Your Questions

Attempt to stop

shrinking sales

MIRACLE WHIP

Strategy

Adopted by

Miracle Whip

• Take a stand (2010)

• Love or Hate(2011)

• Social voting and

small incentive

Why Polarization ?

Overcrowding

Fragmented Media

Differentiation

Brand Loyalty

Why Polarization ?

Chain of

Polarization

Antagonize

Reinforce

brand

Connection

Defend

the

brand

Leverage

the brand

Image

1

2 3

4

Capitalizing on Polarization

Placate the Haters

Poke the Haters

Amplify polarizing attributes

We wish to affirm that we that we treasure and

respect everyone in equal measure and do

not support any form of discrimination

We welcome consumers to take a tour of

the kitchen any time any day

Placate the Haters

Defense

Placate the Haters

Revamped poly-flow packaging

Spread quality awareness and

invited factory visits

Placate the Haters

Poke the haters

Ris

e in

Neg

ativ

ity

Rise

in P

ub

licity

Where they reached ?What they did ? What happened ?

AIB Knockout 28th

Jan 2015

A song with slightly profane lyrics and a catchy video that

became viral just in few days of its release

Managed to earn 4 times of its budget

Aamir Khan’s Warning - not to watch

the movie because of various cuss words used in the movie

Amplifying polarizing attributes

Abusive language

Violence

Aggression

Abusive Parodies Offensive

Creating Polarization

Drive a wedge in the market

Leads to

Levis campaign in 2010 : Unbotton me!

showcase its product as second skin

Bold Visuals | Catchy Lines

highlighting the ‘cool’ quotient to a young target

audience

Launch a provocative ad

Drive a wedge in the market

Refreshing iced summer beverage

Turned Magners into hip drink for

young upscale professionals

Invested more in core market

Promoted it as – “Bowtime: Hard

Earned”

Launch a provocative ad

Call for change in mindset

Bold is beautiful

In a Nutshell

Create the BUZZ by provocative

ads or creating wedge in the

market, then POKE the users and

PLACATE them and eventually

leverage your brand

References

http://timesofindia.indiatimes.com/entertainment/hindi/bollywood/AIB-Knockout-Roast-Celebrities-react-to-the-controversy/photostory/46195429.cms

http://www.bloomberg.com/bw/stories/2006-08-09/india-pesticide-claims-shake-up-coke-and-pepsi

http://www.rediff.com/money/2006/dec/24cad.htm

http://www.businessinsider.in/Tough-times-ahead-for-McDonalds-KFC-Pizza-Hut-in-India/articleshow/46443341.cms

https://hbr.org/2013/11/make-the-most-of-a-polarizing-brand