The Extraordinary Experience*

The brands we hate

In line with my previous post on demarketing, Mike Lee, a marketing lecturer from the University of Auckland is making a significant contribution to loyalty research with his thesis on ‘The Brands We Love to Hate’. Lee recently told Research magazine:
“I believe it is more important to not be hated than it is to be loved” says Lee. “Just think of a restaurant you really love and one that you really hate. What are the chances of you always going to the one you love? Now what are the chances of you always avoiding the one you hate? There needs to be more attention paid to the areas where the brand may not be doing so well. By having an idea of why some people may be avoiding your brand,you can pre-empt any large-scale problems.” Chief Experience Officers obsessed with client satisfaction, it is time to think about those who hate your brand (and will share it with a dozen of friends)!

Fire your clients: the concept of demarketing

You too can get rid of clients who are wasting your time and your ressources! Demarket to your unprofitable clients. That is, discourage them to buy from you! Here is how: 

http://www.iveybusinessjournal.com/view_article.asp?intArticle_ID=625