According to the world of online dating, coming across as an arse to some can make others love you more. If having haters makes those who like you like you all the more, does the same psychology apply to our relationships with brands? And does it actually pay for a brand to rub part of its audience up the wrong way?
Emmajo Read is a writer and copywriter based in London. She has a bachelor’s degree Sociology and a master’s in Cultural and Critical Studies. For Canvas8, she’s written about everything from sex and solitude to pet parents and veganism. She’s also written for Protein and DJ Magazine.
We speak to Emotional Branding expert Marc Gobé about the most striking differences between the American and French markets in terms of consumption habits, brand identity and strategy.
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Can bad customers be fired so as to encourage and consolidate a brand's core customer base? According to Alamo cinemas, which publicly shamed a less-affable customer they wanted to dissociate their brand from, the answer is 'Yes'.
Digitisation is helping brands and their customers communicate, forming narratives and relationships. Whether it's Netflix taking its viewers to prom, or Anchorman's Ron Burgundy reading the regional news, brands are manifesting in the real world, disguised as human beings.