Most companies prefer to avoid conflict. But communities are inherently political, and conflict is the norm. “In” groups need “out” groups against which to define themselves. PlayStation gamers dismiss Xbox. Apple enthusiasts hate Microsoft. Ford truck owners shun Chevy owners. Community is all about rivalries and lines drawn in the sand.
Taking a stand to bring together a community is one of the few remaining strategies that can create true brand loyalty. Communities become stronger by highlighting, not erasing, the boundaries that define them.
from “Marketing Rebellion: The Most Human Company Wins” by Mark Schaefer