If some people love your brand, I'll guarantee that some other people hate it. I don't care how good you think you are, or even how good you really are. Some people hate you. Some people may even love to hate you.
This is actually a good thing, especially in an age during which most consumers probably don't devote much brainpower to your brand at all. In fact, your harshest critics are probably one of your best sources for honest feedback and suggestions for positive change.
So what are you doing to get closer to your haters? To listen to them, involve them in your business, to show them that you really do care what they think and that you're always looking to improve your offering.
Many businesses have gotten reasonably good at loving the people who already love them back -- with loyalty programs, exclusive access, insider deals and all sorts of customer relationship management programs. But the smartest marketers will dedicate just as much (if not more) effort and budget to building programs that make the people that hate them "part of the brand family."
At a minimum, you'll gather some insights that can directly impact the future of your business. Do it right, and you stand to gain a whole lot more. You may find that your fiercest haters can turn -- over time and with the right nurturing -- into some of your most loyal, most vocal supporters.