Is controversy always a good thing for marketing your brand?
It’s that age-old question… is all press good press?
There are supporters on either side of the fence, both armed with examples that suit their purpose.
So which side of the fence are you on?
Let’s reframe the question like this: How much and to what extent is controversy good for marketing, and after what point does it get bad?
The answer is complex, with several things to consider, like:The level of controversy The subject of controversy The connection between the controversy, the conversation and the brand.
This may seem surprising given we are accustomed to seeing high-profile companies running controversial (sometimes highly controversial!) campaigns, and hijacking conversations on social media to rake in the profits that come from increased visibility.
But a study by academics from Wharton Business School found that while “controversy increases the likelihood of discussion at low levels”, beyond a moderate level of controversy, it “actually decreases the likelihood of discussion”.
So ... Read More