Marmite: A Classic Love It or Hate It Brand

by Paul Simister on March 2, 2011

I keep telling clients “no one buys OK”.

To create a strong preference in buyers, you need to be prepared to have many others take a look and reject what you have to offer because you’re wrong for them.

Bland and boring doesn’t cut it.

The classic love it or hate it brand is Marmite.

They even marketed themselves as a love it or hate it brand.

Now Miracle Whip is following a similar branding strategy. I know little about Miracle Whip but I do think that it’s an interesting way to build on social media.

What do you think?

Are you prepared to polarise your potential customers into those that love your brand and those who hate it?

You can find out more at the Harvard Business Review website. (Sorry an irritating advertisement may appear first).

Paul Simister is a differentiation business coach who helps small business owners to profit from differentiating their businesses, being distinctive in the eyes of their customers and standing out in a crowded marketplace.

You too can move past your profit tipping point by answering the seven big questions of business success.

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