Three Strategies for Polarization

There are three main strategies you can use to leverage polarization in your marketing:

1. Placation: This involves trying to change the minds of your critics. By addressing their concerns and offering solutions, you can win them over and turn them into supporters. General Mills did this by creating low-carb and gluten-free cake mixes in response to health concerns.
2. Prodding: This involves intentionally antagonizing your critics. By taking a strong stance that they disagree with, you can rally your supporters and create a sense of "us vs. them." This can be a risky strategy, but it can also be very effective.
3. Amplification: This involves singling out a characteristic that is already polarizing and leaning into it heavily. Marmite did this with their "You either love it or hate it" campaign, and then took it a step further by releasing Marmite XO, an extra-strong version of their product.

The right strategy for you will depend on your brand, your audience, and your goals. But by understanding these three strategies, you can make more intentional decisions about how to use polarization to your advantage.