{"id":3087,"date":"2008-05-11T11:16:53","date_gmt":"2008-05-11T18:16:53","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=3087"},"modified":"2008-05-11T18:12:28","modified_gmt":"2008-05-12T01:12:28","slug":"sometimes-ticking-people-off-is-exactly-the-intent","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3087\/sometimes-ticking-people-off-is-exactly-the-intent\/","title":{"rendered":"Sometimes Ticking People Off Is Exactly The Intent"},"content":{"rendered":"

\"Real<\/p>\n

Established in 1965, Benetton is present in 120 countries around the world. It presently has global sales in excess of $2 Billion dollars annually. Yet many in the mainstream find their advertising and marketing strategies downright offensive.<\/p>\n

The aim of United Colors of Benetton corporate communication is to create the image of a global enterprise that is modern and projects towards the future and uses distinct imagery and messaging to promote its principal and most important characteristic: uniqueness<\/strong>.<\/p>\n

“If your brand is clearly defined enough to have the power to attract enemies, it also has the power to attract raving fans. And the raving fans of your brand are the ones who return again and again. They’re the ones who will tell their friends about you. They’re the ones who will wear your logo. They’re the ones that almost enjoy the annoyance of your brand-haters and will keep coming back for more.”<\/em><\/strong><\/p>\n

“So don’t fear the hate. Embrace it. Maybe in your next brainstorming meeting, don’t ask how you can appeal to X. Ask how you can annoy the hell out of Y.”<\/em><\/strong> …………………Rick Nobles president of Two West Inc<\/strong><\/p>\n

In marketing conventional wisdom is not always the chosen path. The delivery of a message and its ability to reach the intended audience need not be communicated the same way as your competitors. In fact sometimes it makes sense to completely differentiate yourself. If most of your competitors are turning left, then turn right. If those products or services you seek to overcome are painting there portrait in white, paint yours in black.<\/p>\n

There are, as we have been told, two sides to every story and in marketing this could not be more true.<\/p>\n

Are you afraid to offend someone with what you marketing materials? Do you shy away from making tough statements in your marketing messages on your collateral media pieces or on your blog or website? Have you received some angry comments or emails from people vehemently opposing or denouncing what you have said? Have you heard from some people that they will absolutely not buy from you or will not use your service or Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Established in 1965, Benetton is present in 120 countries around the world. It presently has global sales in excess of $2 Billion dollars annually. Yet many in the mainstream find their advertising and marketing strategies downright offensive. The aim of United Colors of Benetton corporate communication is to create the image of a global enterprise […]<\/p>\n","protected":false},"author":37,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[62,5],"tags":[],"class_list":{"0":"post-3087","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-dirty-laundry","7":"category-real-estate","9":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":2839,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2839\/eyeball-marketing-are-you-a-pioneer\/","url_meta":{"origin":3087,"position":0},"title":"Eyeball Marketing – Are You a Pioneer?","author":"Sean Purcell","date":"March 27, 2008","format":false,"excerpt":"What do running shoes, firefighters\u2019 air tanks and cordless drills have in common? They are all direct spin-offs from the Apollo Space Missions (and before anyone comments, neither Teflon nor Tang was a spin-off from the Apollo missions or NASA in general).\u00a0 Why is this important to practitioners of the\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2865,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2865\/bad-marketing-candy-from-rss-pieces\/","url_meta":{"origin":3087,"position":1},"title":"Bad Marketing Candy from RSS Pieces","author":"Sean Purcell","date":"March 31, 2008","format":false,"excerpt":"Mary McKnight wrote an article last Friday called Real Estate Blogs are Stores, Not Websites \u2013 So Blog Like You are Selling Houses, Not Writing For Your Local Paper and it made the short list for the Odysseus Medal Sunday.\u00a0 It is well written and provocative.\u00a0 Mary McKnight is recognized\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1980,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1980\/activeraincom-v-movecom-slowly-nailing-the-coffin\/","url_meta":{"origin":3087,"position":2},"title":"Activerain.com v. Move.com: The Duplicity at Activerain.com","author":"Brian Brady","date":"September 29, 2007","format":false,"excerpt":"In an effort to placate angry users, Active Rain announces that the content is owned by the author; not the network. This isolates the membership roster as the only valuable asset in the failed sales to Move.com The platform is not proprietary, the content was never owned (and couldn't legally\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":5216,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/5216\/real-estate-and-the-ties-that-bind-i-have-to-warn-you-my-moms-a-bit-crazy\/","url_meta":{"origin":3087,"position":3},"title":"Real estate and the ties that bind: “I have to warn you, my mom’s a bit crazy”","author":"Teri Lussier","date":"October 26, 2008","format":false,"excerpt":"I grew up with brothers. I can step aside and let a female be the Queen Bee. If the property needs the Mom Seal of Approval, then fine with me. But usually Mom is just a Mom- not a raving lunatic, not a crazy person, not some maniac that somehow\u2026","rel":"","context":"In "Group Therapy"","block_context":{"text":"Group Therapy","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/group-therapy\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2627,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2627\/besides-that-mrs-davison-how-did-you-enjoy-the-post\/","url_meta":{"origin":3087,"position":4},"title":"Besides that Mrs. Davison, how did you enjoy the post?","author":"Geno Petro","date":"February 20, 2008","format":false,"excerpt":"I\u00a0think I first realized we exist in a quirky, if not passionate\u00a0and divided adult society when\u00a0I\u00a0found myself in a\u00a0lecture hall\u00a0observing an assistant\u00a0professor and a fellow graduate student\u00a0nearly coming to blows over a Henry James excerpt from\u00a0the aptly\u00a0titled,\u00a0 An International Episode.\u00a0 I\u00a0watched on\u00a0as a confederacy of my peers and elders; some\u2026","rel":"","context":"In "Dual Agency"","block_context":{"text":"Dual Agency","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/dual-agency\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":11973,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/11973\/unchained-melodies-you-either-get-glee-or-you-will\/","url_meta":{"origin":3087,"position":5},"title":"Unchained melodies: You either get Glee — or you will.","author":"Greg Swann","date":"May 14, 2010","format":false,"excerpt":"A fun bit from Mother's Day was agreeing with my mom, on the phone, about the intense and comical excellence that is Glee, the FOX-TV musical teen melodrama. The melodrama is hugely repetitive, but still very rude and pomo, but the music is often simply breath-taking. There is this: They\u2026","rel":"","context":"In "Casual Friday"","block_context":{"text":"Casual Friday","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/casual-friday\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/3087","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/users\/37"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=3087"}],"version-history":[{"count":0,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/3087\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=3087"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=3087"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=3087"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}