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>Some brands are formed to be controversial (start a >controversy), others are adapted to take advantage of >controversies, somewhat like trying to cash in on >fads. Sometimes controversies are started because >somebody starts a rumor or somebody wants attention & >latches onto an issue to increase their popularity & >to show they're needed. About as bad as starting >rumors, some look for evil in good or neutral things. >Examples- Religious & political leaders -- or those >who want to be leaders -- spark things to gain or >regain popularity. > >Don't be surprised if some unpopular national & >religious leader says a book was written against a >religion & tries to get religious zealots to kill the >author & anybody who sells the book. (I never RAN a >country that way.) Never mind the obvious ploy to >divert attention from the country's problems & the >fact the religion's members aren't allowed to read the >book to confirm or reject the leader's claims. >How about this? Viewership is low & donations are even >lower. A preacher needs more media attention & the >image of actually doing something (to warrant asking >for more money to do even more work). He latches onto >a children's TV show character & exploits it as >further evidence of the decadence of a minority group. >(It's a way to jury-rig a situation. I suppose if >somebody is going to take a dive, it's best to FALL >WELL.) > >Back to Victoria's Secret >Some lingerie advertising is controversial, so people >talk about it. But that doesn't mean controversy is >enough to attract the target market. Talking about a >controversy is a lot different than making a referral. > >Negative controversy can hurt, but unfortunately the >Wal-Mart scandals & problems haven't brought W-M down >yet. There are PDF's available for downloading. You >can use Adobe Acrobat Reader 6 &/or 7 to search for >documents & web pages about W-M. >Controversy definitely increases attention, but nobody >buys a product/service just because they know it >exists. Controversy increases positive & negative >interest. Though controversy inspires desire in those >who want to rebel, except for very inexpensive things, >rebels aren't apt to buy something only to rebel. >Controversy won't produce or increase enough >purchasing action to sustain a business category. >Conflict, created by the older generations in the USA >during 1950s & 1960s, + peer pressure + curiosity >helped rock 'n' rollers get & maintain attention & >interest, but many teenagers liked the music. >Controversy doesn't necessarily communicate >product/service value or benefits. Some substance is >needed, like explaining advantages of owning something. > >Controversy fades if it's not "fed" & marketing is an >effective way to "feed" it. This is especially true >because the opposition usually realize their criticism >reminds others about the controversial things & helps >the producers feed the issue. Many producers escalate >the controversy to nudge the opposition back into >action so the controversy will be sustained. >But some on the other side of controversies use them >for exposure, like I wrote above. >Escalation tends to strengthen the opposition's >resolve & polarizes more people, so more join each >side of the issue. > >Dave Thomas used Wendy’s "Ain’t No Reason to Go >Anyplace Else” campaign to get attention. People, who >apparently didn’t have enough real problems to keep >themselves busy, complained about Wendy’s using “Ain’t >No” because “Ain’t” ain’t uh, isn’t a word, plus it's >a double negative. >But if "ain't" ain't a word, then how could "ain't no" >be a double negative? >Dave wrote in "Dave's Way"- "Some groups threatened to >boycott us until we cleaned up our grammar." >This is my interpretation of the situation, not Dave's >(so don't blame the late R. David Thomas) - When Dave >reminded people about popular songs including "Ain't" >he softened the issue for some. He spread the >blame/flack, but it also caused more rage in the >self-righteous & probably inspired fundamentalists to >join in. They wouldn't want such evil songs to be >legitimized. >Dave also declared: "Dave Thomas has 2 words for >people who don't like the campaign: 'Too bad!'" >Sure, some might figure "It's no use, they won't >change." But Dave's response probably ticked more >people off. >But the campaign was successful, partly because of the >controversy. >So, people are bound to be more upset about a real >controversy. If you start something unfavorable some >might think “You Ain’t Nothing But A Hound Dog” though >they’ll be the ones howling. >In 1984, some had a cow because they claimed Wendy's >was demeaning to senior citizens. Remember Clara >Peller & 2 other elderly women? The "exploited" Clara >Peller earned at least $500,000 from that campaign & >related merchandising (T-shirts, baseball caps, >records, greeting cards & other items bearing her >picture). >I don't know how much Elizabeth Shaw & Mildred Lane >profited from their parts. >That was before Clara was featured in a commercial for >another business. > >The rumor is false- She wasn't fired by Wendy's >because she appeared in a dog food ad. She said, "I >finally found it!" in Prego spaghetti sauce >advertising. (Dave Thomas avoided this part of the >issue in "Dave's Way.") Clara heavily implied she >didn't need to ask or look for "the beef" anymore >because she got it from a different company. > >Using other people/characters in marketing messages is >useful, but it can backfire. They might be hired by a >different company & interfere with the branding of >their former employer. They might be involved in a >past, current or future scandal. >Ronald McDonald can be portrayed by just about anyone. >But when somebody is recognizable, even when >portraying a character, it can cause problems. >Spokespersons & others perceived as part of a company >can become embroiled in controversy. > >Dennis S. Vogel >thrivingbusiness@email.com >People won't always, automatically, remember your >business >Exists. Just because you remember your business, it >doesn't >mean anybody else will. You need better marketing! >http://web1.lakefield.net/~thrivingbusiness/ >http://www.voy.com/31049/

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