Howdy friends sit back and let me tell you a little story… I was sat with the Brand Weaver tribe the other day catching up on Location, Location, Location and what do my eyes behold during the adverts? UK Grime Artist Big Narsty featuring in a SlimFast advert! Did I have one too many coffee’s or did I genuinely see this larger than life (and recommended BMI) pushing the UK’s beloved slimming product. A quick google search and seconds later my suspicions were confirmed it was him, but not only that you have DJ Khalid (a similar American character) doing something very similar with Weight watchers in the USA!!

Hence this post , In a realm where conformity often reigns supreme, why do some brands make a bold choice? Why they embrace controversy. Inspired by the audacious marketing moves of artists like DJ Khaled and Big Narstsy, we'll explore the art of polarising brand messages. We'll unveil real success stories and share strategies for those daring enough to navigate this audacious path.

The Power of Provocation: Success Stories that Left a Mark

So as i mentioned DJ Khaled teamed up with weight watchers, and after a bit of digging this really is one shining example of how the right provocation can make a real splash!

This partnership was nothing short of a head-turner, a rule-breaker, and an expectation-defier. DJ Khaled, with his massive following of young, social media-savvy fans, brought a fresh and unconventional perspective to the Weight Watchers universe. Known for his edgy and irreverent style, he's not your typical Weight Watchers spokesperson. And that's exactly the point.

This daring move allowed Weight Watchers to reach out to an entirely new audience, particularly a younger and more male demographic. And the results? A swift 6 percent surge in the company's shares. But that's not all – fans can now follow DJ Khaled's journey through the WW Freestyle program on platforms like Snapchat, Twitter, Instagram, and Facebook.

Navigating the Turbulent Waters of Controversial Branding

Now, here's the kicker. Embracing controversy is a powerful tool, but it's not all smooth sailing. There's no magic formula for guaranteed success, but there are some guiding principles to help you find your way.

One nifty strategy is to shake things up in your industry. Ever wonder why baby nappy ads always feature a serene mother and child, or why lawn mower commercials are eternally fixated on perfectly manicured gardens? Well, the secret sauce is challenging those norms.

To unlock the full potential of controversy, take a page from Ulli Appelbaum's book, author of the "Brand Positioning Workbook." Dive deep into the conventions of your industry, from business practices to marketing strategies and communication. Then, with a fresh perspective, challenge those norms. Who knows what innovative paths you might uncover?

Strategies for Controversy with a Purpose: Engaging Without Alienating

As you gear up for your own controversial branding adventure, keep in mind that a strategic approach is your North Star. Here are some guiding principles to help you embrace controversy without sending your audience running for the hills:

1. Know thy Audience: Get to know your target audience like the back of your hand. This knowledge will be your guiding light, helping you gauge how a controversial campaign might resonate with them. A well-tailored stunt can deepen your connection with your audience and reinforce your brand identity.

2. Keep it real (in brand terms): Make sure your controversial campaign aligns seamlessly with your brand's values and messaging. A controversial approach that feels forced or inauthentic can do more harm than good, driving customers away.

3. Brace for Backlash: Brace yourself for the fact that not everyone will cheer for your controversial stance. Be ready to handle negative feedback. Stay vigilant, address concerns, and be prepared to pivot your campaign as needed.

4. Obviously… Weigh the Legal and Ethical Implications: Before you dive headfirst into a controversial campaign, take a moment to think about the potential legal and ethical consequences. Some stunts can push boundaries, leading to fines, legal challenges, or damage to your brand's reputation. It's wise to consult with legal and public relations professionals to assess the risks and ensure your campaign complies with regulations and industry standards.

Its a risky road to travel, but the rewards like we have seen with the DJ Khalid example can really pay off, or alternativly just put the dad in the nappy advert. Its your choice!

Rock on