“Ignorance is bliss”. The English poet who said this was definitely not a merchant. As far as we know, “consumer awareness” is probably the most important part of marketing. In the age of digital marketing and social media, creating buzz is a marketer's top priority. But is creating a stir enough? Next-generation marketers say yes. As? Connect these 4 images to give you the answer. Popularity, 4 brands shown here are a huge success in this digital world. But another similarity and perhaps the important one that will give us the answer is polarization. These brands, movies and celebrities (unfortunately it's a movie and sadly he's a celebrity) have a huge amount of positive and negative buzz. For example, according to an HBR study, 33% of people love McDonald's and 29% hate it. Likewise, 30% love Starbucks and 23% hate it. What is important to note here is that the difference between brand lovers and brand haters is not much and they are almost comparable. This phenomenon is polarization. A metric, brand dispersion, has been defined to measure polarization and use it to survive...