Every marketer wants to attain a passionate following that would live and die – well, not literally, but you get the gist - to support their brand. One of the greatest ways to achieve this is to polarize your marketplace or community. We all desire to be seen as a rebel or maverick: someone who is doing something different, cool, and even controversial. From an early age, we have all desired to be part of the perceived “cool crowd”. Brands that leverage this desire will find that their efforts will be enhanced by their customers’ own need to belong. Apple and HubSpot are living proof that a polarized audience can pay hug dividends.