Stand for something: A lesson for brands

Bill Bernbach once said, 'If you stand for something you will always find some people for you and some people against you. If you stand for nothing you will find nobody against you and nobody for you.' I think that's a great lesson for brands. Great brands always stand for something. A lot of brands don't stand for things that are even worth discussing. I'd rather have a share of people against me that I could at least have a decent conversation with. We don't creating meaningful relationships by being benign.