Why your brand should piss someone off

Apple. Mercedes. Virgin. Red Bull. Fox News. Kim Kardashian. Every strong and focused brand, just like every strong and focused person, creates a love/hate dynamic to some degree.

If you want some people to love you, you’ve got to accept that others may hate you. So let ’em. It’s better than having a weak brand, strategist Austin McGhie argues.

Read more here at FastCompany.

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