Written by: Vickie Sullivan  |  March 13, 2025

Leveraging Brand Unlikability: Why Being Disliked Can Be a Strength

Most brands strive to be liked, admired, and embraced. But what if leveraging brand unlikability could be a strategic advantage? An Adweek article explores this counterintuitive idea, suggesting that brands can grow by understanding—and even leveraging—what people don’t like about them.

Too often, companies focus only on their strengths, ignoring the resistance they face. But not all negative perceptions are the same—and that’s where leveraging brand unlikability comes into play. As the article points out, there’s a crucial distinction between a misconception and a real problem. Let’s break down the difference—and why it matters for your brand strategy.

Misconception vs. Problem: Why the Difference Matters

A misconception is a messaging issue. If your brand is misunderstood or misrepresented, you can address it with clear, consistent messaging. Strategic pushback—especially from your advocates—can help reshape perceptions and strengthen your reputation.

A problem is rooted in facts that can’t be fixed with clever wordplay. It’s a strategic issue that requires structural changes or, as the author suggests, targeting a different market segment. This isn’t about perception—it’s about fit. Pay attention when someone says, “Your approach doesn’t work for me.”

So, how do you know whether you’re dealing with a misconception or a real problem? It starts with exploring the root of the resistance. Is the pushback based on perception or an actual flaw in your approach? You can manage misconceptions with better messaging, but real problems demand strategic shifts. By understanding this distinction, you can start leveraging brand unlikability as a strategic tool—whether that means refining your brand’s story or rethinking your market fit.

Now Read This:

• Choosing the Right Messenger: Avoiding PR Pitfalls Like Kellogg’s
• Expand Your Influence. With Less Risk

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