There is sometimes a dark side to brand communities.
We have often advocated the importance of making products appeal to more than one niche market simultaneously or making appeals to multiple demographics or audiences through various channels at the same time.
Ford Motors has positioned itself as, among other things, an American family brand.
It is precisely an extreme section of this fan base that is reacting against the company's ads in gay publications specifically targeted that audience.
Conservative religious group American Family Association has successfully pressured Ford to pull ads for its Jaguar and Land Rover brands in magazines after the group called for a boycott against Ford for "supporting the homosexual agenda."
With a market of many audiences, the concern with keeping them all happy has to be a constant one for marketing. And, marketing to conservative Christians can be a particular double-edged sword, as they are a group with an incredible word-of-mouth network, which can both spread good will and just as quickly call for a boycott.