“The point is not that angering people should be the goal for every brand. It's that attempting to avoid controversy at all costs is sometimes the riskier option. It can deprive a brand of its distinctiveness and edge. Too often, marketers strive to please the broadest number of people possible. The result can be communications that no one hates. But no one loves either.” MarketingCommunications Book:Spin: Politics and Marketing in a Divided Age Source: Spin: Politics and Marketing in a Divided Age