There are certain people I follow on social networks who tend to share things outside of the normal technology, social media, marketing echo chamber, and one of them is Stuart Witts, who’s as likely distribute bizarre Lego creations as digital insight. He recently shared the following video, which sparked some thoughts…

Firstly, that video has been watched almost 10 million times since June 2010 as I write this. 32,000+ people have left comments and 64,000+ people have liked it – and it’s been featured on sites such as the blog of Swedish daily newspaper Aftonbladet.

So whether or not you think the drummer is talented, funny, or making a fool of himself, it’s proved popular. And you’ll certainly remember him far more than the rest of the band…

Right about now, I’m guessing a fair number of you are thinking about this from a marketing or advertising perspective and wondering ‘How could we do something like that and go viral?’

That’s not the point!!!

Don’t get inspired by that video.

The inspiration comes from the approach of the drummer. He probably didn’t start playing drums with the dream of wearing a gold suit jacket and playing in a cover band. It’s also pretty unlikely that anyone taught him to drum the way he does in the video. And most importantly, he’s not doing it at the expense of the song – he’s hitting all the right beats, and providing the right backing for what is meant to be the chance for the guitarist to shine.

But he’s doing it in his own way, and that’s what makes him worthy of conversation and sharing.

Now picture your industry, content, and marketing:

If those band members were representating your business competitors and their marketing strategies, one brand may have secured the traditionally starring role of the singer/guitarist.

And the rest are probably much like the bass player in the video. Doing the basics, fitting into the perceived look and feel of their industry and peers. Occasionally giving a little flourish, but generally plodding along.

Neither is particular memorable.

But certain brands are able to use their passion, belief and drive to stand out far more than anyone thought possible by doing things in their own way. And that’s what makes a brand memorable, allows people to share it without shame, and encourages people to interact and purchase from it.

But what if they don’t like us?

Now, you may think that the drummer looks like an idiot, and I’m mad to suggest your brand should be twirling drumsticks when it could be providing a nice safe steady beat. Like any £100 drum machine could do.

But that assumes that bland tolerability drives purchases and sharability more than actively loving or hating something.

Far better to have a growing army of people who love what you do, and will passionately hoover up everything you can offer.

Being actively disliked by a large number of people hasn’t stopped the Daily Mail from being the second most popular newspaper website in the world, as sad as that makes me. And it’s built a large number of people who not only like what it does, but pay money to it for that product.

Being actively disliked by some people means that they might be driven enough to explain why they don’t like you, which lets you decide whether to do something about it. And just by responding to them, you can increase your business.

If you don’t run the risk of some people disliking what you’re doing, you’ll never run the risk of being able to be loved by people who are willing to part with their scarce attention and money.

Here’s to the mad drummers.