Meaningful brands do not run away from controversy

This situation puts brands in an apparent dilemma. They can attempt to appeal to everyone and risk being likeable but bland. Or they can go out on a limb, take a position and incur the wrath and potential actions of those who disagree with them. Actually, I don’t think that’s a dilemma at all. To me, most brands, except those deliberately built around globally-scaled mass appeal, need to be opinionated, even argumentative, with the world around them, and the rise and rise of the opinionated consumer should be a catalyst for that rather than a deterrent.

Source: ‘Increasing Brand Differentiation By Opinion’ Mark Di Somma on Branding Strategy Insider.