Or there are those brands whose communication is cleverly built on a paradox within the brand. Marmite: love it or hate it?
But I am noticing more and more that, as the world changes, many brands are heading towards a showdown where they will have to make a stand for one thing or another. This is, more often than not, due to outside forces. A brand like Zara has built its success on quick-turnover, good value up-to-the-minute fashion. But how long will it be before the critical mass see this as "irresponsible throwaway culture"? And Apple is at a crossroads in its development - individual creativity or mass entertainment?
Tension is one thing but full-blown conflict is another.