Some of the best marketing campaigns introduce the concept of duality - taking two seemly opposing ideas and colliding them to create something that has never been seen before. This is what gives a brand dimension and more of a compelling story - because having to imposing concepts creates tension in a lot of people. It also creates mystery which makes the idea more engaging.
Instead of being black and white - sometimes you need to give edges to the brand. Stand for something - something that everyone may not agree with.