Brands cannot have it both ways. You either develop a passionate audience and accept that passion can inspire blowback like these companies experienced. Or you’re okay with quiet apathy, even if it affects your brand’s overall growth and success.

I appreciate your call to engage in more focus groups and market research — companies have lagged in this regard. But it’s incumbent upon companies to *listen* to that feedback and show consumers they’re paying attention. Brands cannot meet consumers’ passion with apathy. And while it’s true you cannot please everybody, more effort on brands’ parts would help consumers feel their passion and belief in a brand are reciprocated.