
Another relevant phrase: “All publicity is good publicity”. Strangely enough, brands with a notoriously hateful consumer base sometimes come paired with a fanatic one.
Alistair Leathwood, managing director of FreshMinds, explains: “As a nation, we’re famous for our love of the underdog, so hating big brands is something of a national pastime. However, when it comes to doing the weekly shop or getting a quick bite to eat, consumers still spend cash on the brands they are proud to hate.” FreshMinds research, conducted in 2009, found that some of the biggest corporate names topped both the most-hated and loved lists. For example, it was found that 28 per cent of those polled who loved Tesco, did so because of their customer service. However, for 22 per cent, customer service was also one of the reasons why they hated the Tesco brand. The retailer came second in the most-hated list and ranked 6th on the most-loved.Marmite
No talk of so-called ‘Marmite’ brands would be complete without, well, Marmite. Invented by accident, marmite first became an established brand in World War I, and was a quick hit with mothers, due to its nutritious properties – jars would be shipped to troops overseas. However, by the 1990s, no longer only used for rations, Marmite’s strong flavour garnered a polarised reactions amongst consumers.Share this story
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