INSTANT MBA: Controversy Can Be A Good (Or Bad) Thing For Businesses
Berger warns business people, however, that not all buzz is good buzz. Sometimes, controversy can make people, even the most loyal customers, feel uncomfortable. There's a fine balance between too much controversy and just enough as the latter generates just enough chatter to boost word-of-mouth marketing."For brands like JC Penney though, or politicians like Anthony Weiner, the downsides of controversy may outweigh the benefits. JC Penney isn’t looking to be edgy. The brand wants to seem mainstream and middle-of-the-road. So while moderate controversy might get the brand some free press, it’s not clear that press is what they want in the long run. Controversy, then, is the proverbial double-edged sword. While a little garners attention, too much can hurt, and it may not be the type of attention most people or brands want."
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