Chaos Is Currency - How Controversy Can Power Your Marketing
Why Smart Brands Court Calculated Chaos
Photo by Mario Amé on Unsplash
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Today’s Leading Story
Controversy varies in impact. There's a spectrum:
Whisper Controversy: Nike's Colin Kaepernick campaign. Took a stand on social justice while staying true to their "Just Do It" ethos.
Moderate Controversy: Burger King's "Women Belong in the Kitchen" International Women's Day tweet. A provocative headline promoting their culinary scholarship program.
Wildfire Controversy: Pepsi's Kendall Jenner protest ad. Tone-deaf, value-contradicting, and relationship-destroying.
Love Island contestants navigate this spectrum. The smart ones create enough friction to stay relevant without crossing into villain territory.
Three Rules for Controversy That Converts
Rule 1: Controversy must serve your core message. If your brand stands for sustainability, your controversy should challenge wasteful practices. If you're about authenticity, challenge fake perfection.
Rule 2: Know your audience's breaking point. What energizes your tribe alienates everyone else. Love Island producers know their audience craves drama, not deep philosophical debates.
Rule 3: Have an exit strategy. Every controversial move needs a clear purpose and endpoint. Random chaos is stupidity, not strategy.
Brands that master this thrive on controversy.
Smart controversy creates memory, not offense.
Ready to explore more unconventional marketing wisdom? Check out how brief moments can outperform entire campaigns in our next piece.
Regards,
Gregg B.
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