The Importance of Branding

Every time J.K. Rowling gets boycotted or is in the news for political stuff, sales of her Harry Potter books go up. Part of her brand is that she is a radical feminist. This is what conservatives in the 90s don't like and this is what progressives today don't like. And so getting criticized for being a radical feminist only enforces her brand promise. It makes her more true to who she is.