According to Harvard professor, Youngme Moon, hostile brands are “brands that play hard to get.” The antithesis of “feel good brands,” hostile brands defiantly demand a decision – love me or leave me. Success through Alienation It sounds risky, yet the number of successful brands that practice at least elements of hostile marketing is astonishing. Consider Harley Davidson and its not for everyone noisome bikes and in-your-face attitudes. Red Bull is unapologetic about its bad boy … Continue reading The Hostile Brand Strategy