Occasionally an individual is clear about what they believe. It is the core of all their actions and they are authentic. If you follow the NFL even remotely you probably have seen the interest around Tim Tebow, the second year quarterback for the Denver Broncos. His religious faith has been debated as much as his skills as a quarterback. He has even been the focus of a Saturday Night Live feature.
The power of Tim Tebow is that he consistently wears his belief on his sleeve, even when he does not have his uniform. His belief separates individuals into those that share his belief and those who are repelled by it. There are not a lot of people left in the middle. He is controversial simply because he has articulated his purpose. Not everyone is going to join his tribe but those that do feel a powerful connection.
What would it take for your enterprise to develop the same level of intensity with your fans?