Great art is either loved or hated. The one reaction artists cannot abide is indifference. Great marketing, while certainly not as pure of heart as anything hanging in the Louvre or performed by the American Ballet Theater, is no different. Great campaigns will have passionate advocates and vociferous detractors. The goal is not to be loved by people everywhere, but rather to be loved by the right people at the right time. That begins by understanding your target in intimate detail: who they are, where they spend their time, what they care about, and everything else that makes them tick. If you try to talk to everyone, you will compel no one. At a micro level, it’s a waste of time and money; at a macro level, it can lead to brand dilution in the marketplace.
Know your specific target(s) and then center their interests. Know what they need from you and when, and then be their advocate. Standing for something or someone inherently leads to standing in opposition to something or someone else. It’s unavoidable. It’s also good strategy.