Capturing them with Controversy



I’m not saying that you should be controversial for the sake of it. In fact, controversy may be the last thing that you want. But let’s face it, controversy sells!

John McEnroe, Kate Moss, Dan Brown, The Rolling Stones, George Galloway, Eminem, Kurt Cobain, Apple Macintosh - are all examples of controversial or converse brands that sell. They are (and were) unusual in different ways, and they use their idiosyncrasies to lead the market and sell their products. Some of the examples are modern, other less so, but the list goes on and on. And now it seems that wherever you look there is some kind of tabloid-friendly controversy that matures and turns into an investment fund for those lucky enough to be involved. As you will know, no publicity is bad publicity!

Rolling Stoned gathers no Moss

Look at Kate Moss. Not an overly taxing chore I will admit. Her alleged forays into the world of illegal drugs have arguably strengthened her brand image. She is undoubtedly more of a star now than she was before. Call me controversial, but I would not criticise her for that.

The tabloid sensation that chased her, after The Daily Mirror (UK Press) gained an exclusive series of photographs, was swiftly followed by heavy contract losses (H&M, Rimmel and Chanel) and significant financial upset.

“THE Daily Mirror today reveals shocking pictures of supermodel Kate Moss snorting a fat line of cocaine during a debauched drugs and drink session with junkie lover Pete Doherty."

Daily Mirror , September 15th 2005.

The Model was allegedly taking cocaine, and though this was never proven and the charges were later dropped due to ‘Insufficient evidence* ’ she still suffered in the short-term. A public apology and well-publicised trips to rehab and a public make over have since made her stronger than ever before.

(*The Guardian Unlimited; Kate Moss escapes drug charges , Thursday June 15, 2006)

“DRUG-SHAMED supermodel Kate Moss has checked into a top US rehab clinic. Kate, 31 — who has spent up to £200 a day on cocaine — flew by private jet to The Meadows centre in the Arizona desert."

The Sun , September 29th 2005.

Ms Moss, however, made a comeback and it only took a matter of months.

“LONDON - Virgin Mobile is lining up supermodel Kate Moss to be the face of its brand next year. The mobile operator is in talks with Moss' representatives about her appearing in advertising and future brand activity, which will target 16- to 34 -year-olds.

…Virgin Mobile [will] become the first major consumer brand to associate itself with the supermodel since stories alleging her drug-taking broke this summer."

Brand Republic , November 22nd 2005.

Moss has regained certain contracts and is now with; Virgin Mobile, Rimmel, Belstaff, Louis Vuitton, Beymen, Dior, David Yurman, Roberto Cavalli, Longchamp, Stella McCartney, Bulgari, Nikon, Burberry, Versace, and Calvin Klein.

Now that’s not to be sniffed at.

I hope…

…that you’re not hunched over a mirror clutching a rolled-up £5 note. I may be in favour of converse thinking, but I do not endorse the use of drugs. It’s unlikely to get you a contract with Louise Vuitton – even if you are wearing nice shoes.

I have looked at how a tabloid branded antisocial act has resulted in an enhanced image. Moss. She became marketing gold dust and is now aimed at the lucrative, 16 to 34 year-old demographic; you know – those lucky people with disposable incomes.

Other brands have taken the market by force of creative discourse; inverting what is considered normal. Škoda, for example, re-launched their brand image entirely. They were not (rightly or wrongly) previously associated with quality; they were cheap not-to-be-seen-in cars. However, their marketing changed all that. Their product had improved vastly and customers could be sure of getting a quality car, “it rides better than my BMWs, it is thoroughly reliable, enormously economical and, after a trouble free 34 thousand miles, as good as the day I bought it" (skoda.co.uk).

But the image was not right. The advertising campaign reflected this with humorous sequences where people would admire the car until they realised it was a Škoda.

Not that I’m saying Kate Moss is like a Škoda.

Apple Macintosh should not really be compared to Kate Moss either (unless, of course, we’re talking aesthetics), but their brand is also unusual. Their slogan “Think Different" is instructive. I believe that is exactly what one should do.

How to think different:

1. Product

2. Audience/market

3. Competition

4. Advertising

How is your product different from others? If it’s not, how can you place it in a marketable niche so that it appears different, better and more desirable?

To whom do you speak? What are your audience used to? Can you expose them to a different way of thinking? Can you make them sit up and take notice? If you’re not already doing that then you are failing quite fundamentally.

Who is the competition? What are they doing? DON’T COPY THEM! By all means out-do them. Be funnier, scarier, more up-to-date, but don’t be part of the herd – you have to lead it.

Is your advertising sitting in a queue, looking like everyone else’s tired old copy? Or is it in your face, or hilarious, or totally original?

We all have the same tools to work with, it up to you how you use them. I believe that it is best to be a little different if you can be. You can only win.

To Conclude

Develop a brand. If you are unusual – great – use it to sell. If not, attempt to get yourself noticed. You can only do that if you stand out, use your idiosyncrasies to lead the market.

So, as Kate moss might say, that’s a wrap.