The value of the Manchester United brand is that it provokes opinion and emotion, positive and negative. This gives the brand its vibrancy. Twenty-first century brands must create the kind of emotional bonding that attracts and repels. Amazon understands this. Long term support from a select group of buyers may be more secure than indifferent acceptance from a majority.
Indifference is the real enemy of brands.
Forget brand blandness with its naive appeal to every single person in the market. You cannot be loved by all, so take a stand, provoke opposition and increase the loyalty of brand advocates. This may be the opportunity for prestige brands seeking to grow their volumes in the middle market.