Think about some of the most iconic brands out there:

• Apple, with their battle cry to "Think Different" in a sea of sameness
• Nike, with their unflinching endorsement of contentious characters like Colin Kaepernick
• Patagonia, with its unwavering commitment to environmental sustainability and activism

Love 'em or loathe 'em, these brands have one thing in common:

They're polarizing.

And that's precisely what makes them so potent.

By planting their flag on issues that strike a chord with their audience, they've transformed customers into crusaders.

But I know what you're thinking: "Won't I scare off potential customers if I'm too polarizing?"

And here's the uncomfortable truth:

Trying to appeal to everyone is the expressway to appealing to no one.

When you dilute your beliefs in an attempt to sidestep making people upset, you wind up with a forgettable, flavorless brand that stirs up zero fervor.

But when you stake your claim and shout your values from the hilltops?

You'll turn off some folks. And that's great — it's 100% worth it.

Because for every person you repel, you'll attract 10 more who are elated to have finally discovered a brand that speaks their lingo.

A brand they can believe in. A brand they'll go to bat for.

So how do you pinpoint what your brand should stand for (and against)?

How do you balance between bold and brash, polarizing and offensive?

That's where AI comes in to save the day.