EnemyGraph, a Facebook application that allows users to declare their “dislike” for a brand, company or group via the world’s largest social media platform, hit the market last month, generating instant buzz and controversy.

Enemygraph has hit on something we all know, but rarely say: We pick our friends based on mutual dislike as much as the positive connections we share. And that information can be powerful for marketers. In fact, the insights into consumer behavior EnemyGraph can provide may be more significant to marketers than the “likes” feature. Why? Because often what a consumer is willing to publicly declare his or her distaste for can often tell us far more predictable behavioral patterns than what they simply like.

How it Connects

Something that’s been missing from the national conversation about EnemyGraph is the fact that this app is may tap into a segment of the population that embraces conflict as part of a relationship.

Enemygraph creates natural portal for conversation about our differences. It provides a space for all those longwinded social media wall-post discussions about disagreements on everything from politics to celebrity style.

Where it’s going

As brands strive for differentiation in a crowded marketplace, we’ll begin to see marketers taking advantage of consumer dissonance by clearly defining brand enemies, too. While this trend will most likely express itself in the broader marketplace in a playful manner, companies will use dislikes to further align themselves with niche consumer groups.

Take Newcastle’s recent, very public dig at competitor Stella Artois (seen here). The challenger brand (in this case Newcastle) made a play off Stella’s iconic glass..er…chalice, forcing consumers to take a side by not so subtly asking “Are you a fancy chap who puts his beer in a chalice or are you a man who drinks from a glass?”

Check out the app http://enemygraph.com/

What do you think about EnemyGraph?