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Marketers may be reluctant to take a stand against something because it can feel controversial or divisive. But the truth is, some of the boldest marketers have been doing this kind of thing successfully for quite a while: Apple versus “Big Brother” conformity (as represented by IBM), Diesel and Dove taking on advertising and its manipulative ways, and, of course, at the beginning, Volkswagen taking on big cars and America’s “keep-up-with-the-Joneses” consumerism. The more things change, the more they stay the same.
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Scott Goodson (Uprising: How to Build a Brand--and Change the World--By Sparking Cultural Movements)