Just as certain celebrities find themselves in the limelight, some brands are perpetually under the public's watchful eye. They weather criticism, spark debates, and withstand a barrage of online trolling – yet they continue to thrive in this tumultuous sea of public opinion. Let’s explore the naughty list through the intriguing phenomenon that transforms some thriving brands into cultural punching bags.

What makes them targets of criticism, yet keeps them afloat in the marketplace?

Utilizing the latest BAV 2024 Full Year study, I’ve identified four brands that perfectly embody this paradox, as my submissions to the naughty list. Amidst the vast landscape of over 3700 brands, we track, Fox News, TikTok, X (formerly Twitter), and Tinder stand out. These brands are well-known, widely utilized, but paradoxically, also the most hated by American consumers. These brands inspire a complex blend of negative sentiment intertwined with continued engagement. There's an ironic fascination, almost a reluctant dependence, on these brands.

Brands that Live Rent Free in our Heads

A common thread runs through these brands, tying them to the reasons they're disliked by the American public, but we can’t seem to quit them. They are least associated with perceptions of being healthy, upper class, or worth more. Instead, they're seen as detrimental to our mental or physical health, inferior in terms of their societal value, and unworthy of time or investment. These brands mirror certain societal toxins, igniting a sense of guilt upon consumption. Using these brands can trigger feelings of shame or remorse, fueling the flames of animosity towards them.

Sometimes Being a Little Naughty Feels Nice

However, being a cultural punching bag isn't without its perks. These brands are synonymous with being social, trendy, and fun. Interestingly, all four brands have fewer neutral sentiments compared to their competition. They split the room - you either love them or hate them.

Behavioral Stickiness

These brands have an uncanny ability to create a 'sticky' engagement with their users, cultivating a level of loyalty that outstrips the average within their respective categories. Their addictive appeal fosters a habit-forming behavior among users, resulting in impressive retention rates.

In fact, Fox News’ churn rate is 0.7 times that of its competitors, while TikTok's churn rate stands at just 0.6 times compared to other social media platforms. This BAV metric measures the ratio between lapsed and total usage, indicating that these brands either repel potential users or cultivate strong loyalty once someone becomes a user.

This polarizing sentiment fuels discussions, controversies, and public scrutiny. While these brands may not command universal respect, they certainly capture attention. Like it or not, they'll remain relevant and in the spotlight for the foreseeable future. Much like celebrities who are constantly talked about, these brands reinforce that there's no such thing as bad publicity. The stage is set, and the show goes on.

Source: BAV Syndicated Full Year 2024 US All Adults

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Author: Kathy Shen
Manager, Strategy & Insights

Prior to joining BAV Group, Kathy attended Northwestern University, where she graduated with a MS degree in Integrated Marketing Communications and specialized in brand strategy and consumer insight analysis. During her studies, Kathy also worked as a student consultant for Walgreens, leading a project to map out growth strategies for the company to increase brand love and loyalty during the pandemic. Kathy has recently become a cat mom and has been spending most of her free time playing with her two ragdoll babies while trying to lower her previously high personal hygiene standards.

Connect with Kathy on LinkedIn

Opinion Party (Vol 4): Naughty or Nice
This article is from the fourth volume of "Opinion Party" from BAV Group, a collection of points-of-view  focused on exploring what it means to be a naughty or nice brand and which brands land on which list this year.