A little bad = great; too much = exit...
I love podcasts, in particular I am a big fan of Radio Lab they say: "Radiolab believes your ears are a portal to another world. Where sound illuminates ideas, and the boundaries blur between science, philosophy, and human experience. Big questions are investigated, tinkered with, and encouraged to grow. Bring your curiosity, and we'll feed it with possibility." If you're ever looking for educational, creative and innovative inspiration it's a great place to lose an hour.
A recent post of theirs talks about bugs and parasites - one story centres round this guy who suffers from asthma and loads of other allergies and cures himself by going on holiday, standing barefoot in the faeces of African villagers for a couple of weeks; the answer = Hookworms. In his research he discovered that hookworms have always been part of the human makeup - increasingly the way we live our lives in the western world, is destroying their natural habitat, our sanitised surroundings have driven them away. He also established that if you have too many in your system you get anaemia, so there was a fine balance.
This made me think that in order to be at our peek state not only does our body require 'bad bacteria' but some parasites to maintain an equilibrium; could the same be said of relationships, companies and brands?
Is a brand loved more when we establish that they have a naughty or slightly suspect past? I think of Kate Moss caught in a compromising position with drugs, if I recall Burberry dropped her, yet Rimmel kept her on and the subsequent PR and coverage was massive - or relationships that continue with little white lies, you tell a whopper and it breaks down...
Is this just a metaphore for life and we all seek a little piece of naughty, but not too much?
How bad is your brand?