Tweet

Branding Secret: Controversy Sells

Guest post by: George Torok

Article Overview: Do want a powerful branding strategy? Take a controversial position. Offend someone and attract your target market. But you have to pick your position and enemies carefully. Don't offend your fans or best customers.

Branding Secret: Controversy Sells

Do want a powerful branding strategy? Take a controversial position. Offend someone and attract your target market. But you have to pick your position and enemies carefully. Don't offend your fans or best customers. Controversy sells newspapers, books, and movies. You can also use controversy to sell your product, service or yourself. Notice how they often do it in the movie business. The entertainment industry has lots of vivid controversy lessons for marketers.

Controversy can be a powerful branding technique. But it comes with a cost. It means that you will need to take a position. You will offend some and strongly attract those who like your position. Are you willing to be so bold?

It could be as simple as the title that sells the movie. Consider the success of "Texas Chain Saw Massacre" or "Snakes on a Plane". Both of those titles were vivid, graphic and controversial. People either immediately hated or loved the movie when they first heard the title.

At one time in the entertainment world it was enough to title your program as "The Greatest Show on Earth" to grab attention and get people talking. Today you might need to label your show as "The Vagina Monologues" or "Puppetry of the P*nis" to get attention and create controversy.

The Guides for Dummies and Idiots series of books generated attention with the controversial titles. They sold very well. The multiplicity of topics tells you that.

The sensitivity of the content could create enough success in a movie. Consider "Passion of the Christ" and "The Da Vinci Code". There was little need to advertise those movies. The controversy did all the heavy lifting for promotion. The media was talking and bloggers were blogging. Church leaders were preaching. People were protesting and arguing. What a great controversy.

Along came another movie with content guaranteed to raise controversy, "Death of a President". To fan the flames the promoters not only published the usual supporting testimonial reviews - but also the comments from the detractors as well. Let's hear from those who hate us. What delicious controversy. What terrific and profitable promotion.

And to tilt the readers' perspective of the views they headed the positive views with the title, "Have seen Death of a President". And on the other side the heading, "Have Not seen Death of a President."

The controversy is both shaken and stirred by the strength of the negative comments as well as the sources.

Here are the negative 'testimonials" for the movie, Death of a President:

Have Not seen Death of a President

"I think it's DESPICABLE." Senator Hillary Rodham Clinton

"I find this SHOCKING. I find this DISTURBING." Gretchen Esell, Republican Party of Texas

"(Director Gabriel) Range is a SICKO." Rush Limbaugh

"We're not commenting because IT DOESN'T DIGNIFY A RESPONSE." Emily Lawrimore, White House Spokesperson

Powerful words from powerful people. It's impossible to buy endorsements like that. Unwittingly those people endorsed the movie by polarizing the controversy. Imagine how many folks would watch the movie because of those powerful negative endorsements.

Controversy sells. Why? Because controversy is one technique for branding. Powerful branding declares both friends and enemies.

What people say against you can be powerful promotion.

When you want to create a strong brand in the marketplace first decide on who you want to attract then who you are willing to annoy. This could be the beginning of a strong branding position.

Are you ready to make some passionate friends and enemies? Go ahead, make your brand.

Related Articles
  Personal Branding Tip
  #1 Reason for Network Marketing Success - Part One
  Why Personal Branding Is Essential Online
  Powerful Branding: Death Cigarettes
  Branding: Death Cigarettes
  The definition of branding
  Start "Branding" You
  The importance of having a good corporate image and reputation
  Building A Better Brand in the New Year
  What the Gurus Said
  Home Based Business Branding To Identify Your Opportunity
  Strategic Branding Questions
  How to Use Personal Branding for a Competitive Edge
  Branding: 7 Important Questions and the Straight Answers
  Personal Branding - How To Jump Start Your Home Business
  The Question about Marketing every Networkmarketer should be asking
  What is Franchising
  Mud Season. Not.
  The Secret Behind Successful Branding (and No, It's Not About a Logo)
  The Secret

Article Tags: free marketing tips, marketing ideas, marketing principles, Power Marketing Tips



Related Forum Posts
Victoria's Secret - Too Sexy? - This will be upsetting for some men. I just heard a report about Victoria's Secret and it was interesting. Their sales were down drastically in the 4th quarter of 2007 and the report was about how they are thinking the company has gotten too far away from the heritage that made it the blockbuster company it is. They are thinking the ads etc have become too sexy and the plan (at the moment) is to make the ads more sophisticated. That would be like the Super Bowl commercial which was very tasteful, but very different from any Victoria's Secret I've seen lately. Who do you all think the current sexy ads are targeting? I think its the men that they hope will buy these items for their female significant others. I hate to give Omarosa any kudos - but most women aren't "sold" on an item by an ad of a near naked sexy woman. Shri
Re: Success - I study success intently, and would like to share: Here's two excellent and nearly identical success-formulas from a couple of the world's masters. FIRST FORMULA: 1. Passionate Desire 2. Clear, Definite Purpose 3. Committed Decision 4. Take Action In Faith (Bonus Secret Sauce: 5. Repeat Consistently) I made a video about this, but am not allowed to link it yet. Google "Ryze Success Steps" for it. Oh, and this is Napoleon Hill's (Master Of Success Laws)'s Formula. SECOND FORMULA: 1. Passionate Desire 2. Understand It Is Already Done (Faith) 3. Relax & Allow It To Unfold (Go about your life calmly) This one is courtesy of Abraham-Hicks (inspiration for the movie The Secret). Hope that helps!
The Secret - Hi Binary Guy - The Secret certainly has been getting a lot of attention and promotion by the likes of Oprah. What have your experiences been with the program?
Social media - which is more effective social media networking; Facebook or twitter? follow me at My Secret Staff cathy secretstaff05
Re: Web Business Podcast is LIVE! :) - Hi David - have you thought of making these into videos? Even if it doesn't have you live on screen? Remembering the Success Secret Keywords would be a lot easier if we could see them.


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

How to sell a business

Sales Courage and Resilience

Make Small Commitments. Get Big Changes.

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.