So, that McDonald’s tweet about Donald Trump was really something, huh? There was no shortage of people who were wondering if the supposedly “compromised” corporate account had royally stepped in it. But the brouhaha inspired TIME to update and re-up a relevent post from earlier this month:

Alleged brand expert Seth Matlins writes:

No matter what you stand for or against, there will be some who love you and some who hate you. As ad legend Bill Bernbach said, “If you stand for something, you will always find some people for you and some against you. If you stand for nothing, you will find nobody against you, and nobody for you.” This is our new marketing reality, and cultural values are marketing’s new table stakes . Few are the brands who court controversy as a matter of strategy. But in today’s landscape, avoiding taking sides and bringing your cultural values to life to avoid controversy is a fast track to irrelevance.

Yes, “doing well by doing good” is a decades-old truism. But showing the world what you stand for (and occasionally against) is now as important, efficient and effective an eyeball-grabbing platform as exists. To win today’s battles for attention — as in, relevance, engagement, resource allocation and return you’d better let people know whose side you’re on.

t turns out Spider-Man’s Uncle Ben was right when he said, “With great power comes great responsibility.” But what he left unsaid is that inside this great responsibility lives great opportunity. Today, brands can be neither quiet, defensive nor isolated. They have to be proactive, and they have to stand for something — for both the world’s and their own good.

The piece seems to be going over well so far:

Clearly encouraging more politicization is doing wonders for TIME’s brand!