Brands That Alienate on Purpose

by | Jul 1, 2015 | Uncategorized

About Psycho-Sensory Brand-Building

What Makes Psycho-Sensory Brand-Building Different from Common Brand-Building? Brand-building is the strategic process of imbuing a product, service, ...

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Some brands have launched controversial ad campaigns which, by their very nature, alienate a substantial portion of the buying public. But shouldn’t brands want everyone to like them? Isn’t that the point of branding, or is there some other marketing strategy at work?
Six Degrees Account Director Mercedes Cimino reviews how some brands have alienated large market segments in favor of targeting a more profitable customer group. From the GoDaddy Super Bowl commercial to Heroin Skateboards to outdoor adventure sport retailer Eastern Mountain Sports, Mercedes discusses tactics these brands have employed for reaching their target audiences, and how and why those strategies might change over time.
Key takeaways:
1) Understand that no brand can – or should – try to be all things to all people.
2) Be true to who you are and don’t be afraid to alienate some in the process.
3) Know your target audience and market potential.
4) It’s natural to think that a broader target market would yield higher revenue, but you risk watering down the brand if you don’t have a differentiated position with that audience.
5) Follow a consistent brand strategy until the market indicates that it’s time to adapt.

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Mercedes Cimino
Mercedes has more than 15 years of marketing experience – including strategy development, brand development, communication strategy planning, product development and account service. With a blend of agency and client-side experience, her background covers both B2B and B2C for industries including pharmaceutical, hospitality, luxury real estate, medical device and government. Mercedes holds a bachelor’s degree in psychology and an MBA with an emphasis in marketing from the University of Arizona.

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