Very interesting article here on the FT website. What would happen if your company or your product was adopted by a demogrpahic or customer that you would never choose to be associated with and what would the implications be to your brand. Think; Burberry and Chavs, Toyota vans being used by the Taliban, Crystal Champagne and Rap Music, Stella Artois now nicknamed 'wife beater' by many and Ferrero Rocher being associated with cheap receptions at party's.
Sometimes brands have no control over their product once it is released into the world.
So what can a company do? If only a small percentage of the wrong type of customer buys its product, a pragmatic approach is to ignore the problem.
If you do need to address it look for a positive spin. Perhaps the first thing to do is to look for a kind of positive that the undesirables represent.
'Marketing is often a process of discovery' - Professor Barwise of London Business School.
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