When Does a Brand Cross the Line from Strong to Polarizing?

I recently had the chance to be part of an ongoing exchange with Brad Berens and Lana McGilvray about brands that had crossed the lines from being strong to being partisan and from being partisan to being polarizing. While this has often been the case in music and media, I believe that it is new for a product brand such as Tesla to become so polarizing that it drives people away.

You can read the full exchange here:

Our conversation on polarizing brands