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Build-Your-Brand-Quickly-With-Controversy

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					Build Your Brand Quickly With Controversy
By: George Torok


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.

Book publishers,movie producers and news directors use controversy to sell. 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 success of these books and the many titles
tells that this strategy worked.

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.

Negative comments from powerful enemies can help build your brand.

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.

				
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