Why Having Someone Hate Your Product Sometimes Makes It Easier to Market

Here in Australia we’ve just had probably the most eagerly anticipated boxing match in Australian history.

2 locals fighters, Danny Green and Anthony Mundine, fought in Sydney last night for the chance at a World Title Fight.

Huge live crowd in excess of 30,000. Massive interest in pubs and clubs screening the fight. And Pay To Watch subscriptions (at $50 a time) through the roof.

Why The Big Interest

The interest was so big because of one simple fact – the vast, vast majority of Australian’s can’t stand Mundine and wanted to see him beaten to a pulp.

You see, Anthony Mundine is….how would you describe him….ummm, errrrr…..well, he’s a complete tosser/idiot/obnoxious/arrogant/loud mouth. (Sure, that could be describing me, but we’re talking about Mundine here!)

Australian sports fans, almost as one, despise him.

And that’s why they watched.

It Doesn’t Matter Whether They Love You Or Hate You – As Long As They’re Watching You

• It doesn’t matter whether they love you or hate you, as long as they’re watching you.
• Controversy works at attracting attention.
• Generate a strong emotional reaction and you have people’s attention.

Now, in most cases it’s important that the strong emotional connection with your product, business or brand is a positive one. But, as Mundine shows, that’s not always the case.

He was paid $3 million for the fight.

And he won, by the way.