In politically divisive times should brands be picking a side?

Recent political developments across Europe and the US have seen whole countries, states and continents polarised in a way we’ve never seen before.
Millions of people have been asked to think in black and white terms and choose a side: yes or no, in or out, globalised or nationalised, progressive or traditional, liberal or conservative. 
This has forced consumers to think even deeper about what their values are and what’s most important to them. In the process, consumers have be