April's issue of Fast Company magazine has a great column by Made to Stick's authors, Dan & Chip Heath. Polarize Me (subscription required) focuses on the idea, "if you want people to like you, [you must] first decide who needs to hate you."
The Heath's take on the fear of marketers to be disliked as this fear takes the edge off all communications and creates a dull-brand world. The column is well worth the read (it's worth buying the magazine itself).