5 October 2014 | Articles, Articles 2014, Marketing | By Christophe Lachnitt
Divisiveness Is Not The Enemy Of The Marketer
Nobody engages with a broccoli.
Found on Twitter, this quote from Scott McNealy, co-founder of Sun Microsystems: “Much better when half the market loves you and half hates you, versus nobody caring about you at all.”
Scott McNealy – (CC) Eddie Awad
To engage with its audiences, a brand must first stand out of the deafening noise that characterizes our era of information overload. It then needs to inspire audiences to engage with it – by buying its products or services, promoting them on the social web or through word-of-mouth…
To do this, a brand must create interest among its audiences. To be interesting, one has to be at least a bit different from the rest of the pack. As evidenced by politics (even if reaching a majority of voters creates a specific issue), divisiveness is not the enemy of engagement and, therefore, the enemy of the marketer.
Nobody engages with a broccoli.
