BlogWorks: Polarization is good

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August 01, 2005

Polarization is good

By David Binkowski

A few weeks ago I attended and presented at Ad:Tech in Chicago and was moved. While several of the sessions were informative, there was one that was truly inspirational. In fact, after this keynote speaker's session, I immediately went to my laptop and e-mailed him for a copy of his presentation.

Guy Kawasaki's presentation, "Rules for the Revolutionary Marketer," took me back to my college days as a management student studying entrepreneurship. I listened to his rules and got giddy. The rule was simple: Polarize people.

Let me explain.

In an earlier post I wrote about how consumers feel about your blog, which should be an extension of your brand. Let's recap: Think about a product, then how that product makes you feel. Can't think of any? Then that brand or company isn't top of mind, and to take it a step further into your psyche -- you're not loyal to that brand.

So in essence, that company or brand doesn't polarize people. Love Apple or hate Apple, they sure do have some loyal customers. Love Starbucks or hate it, same deal. Nike has the same "problem".

So let's build a checklist of companies that are Revolutionaries. Apple. Starbucks. Nike. GM. Since GM is a client, I'd like to focus on 2 recent products that are polarizing people: Chevy SSR and Pontiac Solstice.

A husband and wife team recently reviewed the SSR, with one hating it and one loving it. Captain, we have polarization.

The Solstice conversations on the GM Fastlane Blog are filled with words like "love" and "want." Mission accomplished.

We know the 10 Commandments to blogging, and I'd like to add one of Guy's polarization rules to that list. Don't be afraid to speak your mind and stand up for what you believe. Sure, it might turn off a few people - but you're more likely to gain the respect of those who disagree and inspire those who are already on your side.

And I think Guy Kawasaki and corporate bloggers like Bob Lutz are OK with that.

Posted by staff at August 1, 2005 09:12 AM