“I like it because you hate it” 😅
A group of my son’s friends are hanging out at my place. All of them in mid – teens.
Along with the usual suspects like chips, popcorn, I see a few cans of energy drinks on the table.
“Why are you drinking this chemical laden crap?” I protest.
Son feels embarrassed at my outburst. “What’s wrong with this? ” he enquires.
“Everything. What’s there to like about it?” I ask him back.
“I like it because you hate it” pat came the answer. All his friends burst out laughing😲
It’s easy to pass this as a teenage rebellion. But there’s a brand building lesson hiding here
In some categories, your appeal to a particular TG also depends on how appalling you are to another age group😥
Think of categories like energy drinks, fast fashion, even crypto.
Categories that make older people uncomfortable, appeal to younger people exactly for the same reason.
It’s part self expression, part rebellion to embrace the same things that alienates the “powers that be”
As brand builders we often fantasize about who should love our brands?
In some cases, the answer to that depends on who do we make uncomfortable ?