“Study the top stories at Digg or MSN.com and you’ll notice a pattern: the top stories all polarize people. If you make it threaten people’s 3 Bs — behavior, belief or belongings — you get a huge virus-like dispersion.” – Timothy Ferriss

Many companies have recently taken a public stand on their values, and polarized the marketplace using the three Bs. They created divides on controversial issues, which in turn created buzz, generated interest and — most importantly — gave their real advocates reason to believe in the brand. But is this really that bad?

A strong brand knows who its customers are and caters to them and their worldviews. It builds a tribe around those values and enables its customers to spread the word and grow its market share. But what if those values go against the more recent movements for change? Continue reading “Being a jerk is good for your brand.” »