“I hate Rush,” Ben said. “They’re a stain on all of Canada.”
My friend isn’t much of a Rush fan, so he wasn’t terribly impressed when the band was voted into the Rock and Roll Hall of Fame this year.
The truth is, plenty of people feel exactly the same way that Ben does.
Rush polarizes people.
Their bizarre and fantastical lyrics, frequent time changes, geek-metal appeal, and mullet-sporting look are a massive turn-off to hordes of people.
Yet those very attributes endear them to millions of others.
You either love Rush. Or you hate Rush. End of story.
Very few people are indifferent towards Rush.
Smart businesses are like Rush, yet most waste their time trying to appeal to everyone.
Complaints strike fear into the hearts of entrepreneurs… when they should be greeted with enthusiasm.
When someone passionately dislikes what your brand represents, that’s a clear sign of three very important things:
1. They know who you are. (Ben knows exactly who Rush is)
2. They understand what your brand represents. (Ben understands what Rush is about)
3. There are people out there who love you. (Rush has millions of passionate fans)
The opposite of love isn’t hate. The opposite of love is indifference.
Hate doesn’t kill businesses. Indifference kills them.
There’s a book out there that can help you build a brand that people love and hate. It’s called Brand Like a Rock Star: Lessons From Rock ‘n’ Roll To Make Your Business Rich and Famous. You can order it by clicking here and have the paperback delivered to your door or start reading the digital download on your Kindle instantly.