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.