Everywhere we look, there’s evidence that consumers are a little more skeptical, a little more cynical, and sometimes even a little angry. While these consumer sentiments are widely recognized by marketers, many brands continue with the feel-good aspects of their message: family, friendship, security, trust, and even hope. At the same time, Surly Brewing and Angry Little Girl totes are migrating from niche to mainstream with a different message—you’ve got attitude, and we understand that. Red Tettemer illustrates the approach perfectly in Tub Gin’s recent campaign:
One of the sharpest subversive ads of the year (a humble opinion) is available at http://www.tubgin.com/, and click on “A short, short story”.
These brands offer just a few examples of a broader trend in tapping directly into the edgier, snarkier sentiments of today’s consumer (Whitney had to tell me what snarky means).
Iconoculture—MLC’s new partner for bringing real-time consumer insights to our members—has picked up on this trend in its most recent research on “Subversive Branding.” Iconoculture’s findings point marketers in an interesting direction: while subversive branding can breathe new life into our marketing messages, it also runs the risk of alienating consumers.
Iconoculture offers a few simple factors to consider before integrating subversion into your brand strategy:
- Category Norms: Is subversion common in your category? Is it rare? If you’re the only subversive brand in the category, that may offer an incredible opportunity to reach a niche, but it also may be a warning sign—anyone raising their hand to be the first “angry” life insurance provider?
- Target Audience: Will subversive marketing be novel or familiar to your target audience? Will it connect with their values and attitudes? Will it pull in more consumers than it turns off?
- Consumer Involvement: Are consumers already doing subversive things with your brand? Can you embrace or build on what’s happening? If so, it may be a sign that consumers are ready to see your brand’s dark side.
For more on subversive branding strategies, and the consumer values that are opening the door for marketers to show their dark side, MLC Members can tune into our upcoming webinar on subversive branding hosted by Iconoculture’s consumer strategist team.
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