Contrary to a traditional setting of marketing-for-perfect brands, there is now a coming trend-the anti-marketing. Anti-marketing brings forth criticism and negativity and converts potentially harmful phenomena into those which have deeper potential for connection and engagement with audiences. Transparency, authenticity, and humor will help make criticism a point in favor of, rather than against, brands and develop loyal, engaged communities.
Customers nowadays expect transparency in their applications. Most of the time, unrealistic high-minded writing in campaigns gives out an air of any comparable chant while in reality the marketing could serve as a great anti-marketing method in admitting faults along being realistic with consumers.
Like, one of the brands well known for anti-marketing is Wendy's (a fast-food chain). Wendy's is called a big wire for their boldest style of anti-marketing, which cuts back to their infamous roasts on Twitter. The electrifying image tags just perfectly catch the younger age group. The enthusiastic approval came from the fact that Wendy used disarming humor at such times to engage the most negative and turn it about and into something entertaining. The brand has embraced humor to disarm negativity and turn it into something engaging.
Critique in itself need not qualify as an assault; it sometimes turns into an invitation for discussion. Negative feedback accentuated by positive feedback would be tagged under anti-marketing. This is another way through which it may establish a brand-human relationship, indicating that it appreciates the input of its clients and would rather engage them directly in dialogue.
Another master of it is Nike. In 2018, after featuring Colin Kaepernick in an advertisement due to the controversy surrounding the kneeling of an NFL player during the national anthem, Nike became the target of many critics. Nike embraced the criticisms and turned it into an opportunity to strengthen its position as a crusader for social justice under fire. Nike would rather have it leaned on, producing important conversations about race, politics, and activism. In anticipation? Boom - big piles in sales and brand loyalty from consumers impressed with Nike's audacity, working according to what the most fabulous kid in school in your town said to you-turned up at your family's house.
Use humor as one of your weapons in an arsenal against anti-marketing where the criticism is concerned. If humor is applied appropriately, it shall render an adverse comment to become an experience to recall and to be resounded in audiences.
An excellent case of really embracing humor is Denny's. Denny's is known for its offbeat yet weird social media updates. The chain has also been retorting some negative criticisms with several freewheeling, humorous comebacks. There are a lot of ridiculous tweets from Denny's, making fun of themselves which always hit the right spot on humor.
Anti-marketing will embrace UGC user-generated content, in which the brand encourages customers to share their real experiences, not just the positive ones. Shown through actual customer stories that earn brands credit for using real criticism as social proof that ultimately enhances their authenticity and credibility.
Beginning with the same user-generated content, GoPro uses effectively. The adventure camera brand encourages customers to show off their experiences by uploading videos and photographs, many of which present the product in challenging or extreme conditions. This last also includes some content viewed as less-than-ideal, such as equipment malfunction or failure at an inopportune time, but which GoPro celebrates as being part of the ethos of the brand. Thus, transparency here proves durability of the product but also creates a community where users are inspired to share their most authentic experiences.
https://www.youtube.com/watch?v=khFJWHIn2rg
Oatly, the other Swedish oat milk brand, is another example of anti-marketing that perfectly works. They even have the entire "Fck Oatly" website for it. It revolve around all the missteps over the years (lawsuit against the small Glebe Farm, new investors, and other controversies). This bold attitude melted over both admirers and critics, which might have attributed much more to Oatly's status as a disruptor in the food and beverage field.
A very important part of anti-marketing admits to its failures and utilizes that experience to learn and grow. This is the kind of humility one expects now at different brands; it is about learning from customers when they admit what they've done.
Volkswagen, the company that faced a huge crisis in 2015, was in the news for all the wrong reasons when it was caught using software across its diesel line to cheat emissions tests. Falling so heavily with legal actions, fines, and an immense flood of consumer loss in trust was expected due to all such mess. Volkswagen, which ended up by-and-large discredited due to the diesel emissions scandal of 2015, was found guilty of software manipulation in their diesel cars to cheat emissions tests. It was a severe debacle for the company as they had to face stiff legal action and hefty fines along with massive consumer trust-deficit.