Effective global networking sometimes requires a degree of boldness that borders on controversy. An article in Small Business Branding offers the unusual suggestion that controversy can be an effective marketing tool.

Using the Hummer as an example, the author notes that it’s introduction into the market roused the wrath of one group while simultaneously appealing hugely to the opposing ideological group. Regardless, the Hummer met with undeniable success, as did it’s equally controversial ideological opposite, the Prius. Both products offended certain segments of the marketplace, yet were hugely successful.

The moral:

• Be authentic in your brand’s message. Speak your mind, whether it offends others or not, and you’ll be respected for your honesty.
• Enjoy controversy as a marketing tool. As they say, any news is good news, and if you’ve got people talking, that’s half the battle. Every person who hates your product will probably end up complaining to at least one person who wouldn’t have otherwise known about you. That person can then form their own opinion.
• Don’t try to be all things to all people. Specialize and craft a brand that you are passionate about. This is the only way to develop a group of customers who are as passionate as you are.

As the author indicates, you can’t please everybody all of the time and in attempting to do so, you may not offend anyone, but you may also be forgettable. If you have bold message and you believe in it, than commit to standing behind it.

“We are too often concerned, as companies and as human beings, with our image and what others will think. Ironically, it is those who are able to admit the most controversial, offensive, or embarrassing ideas, that we pay attention to. Take a stance, and stick to it.”