Why Do Brands Take A Stand?

​I hope you did not arrive here expecting answers, because I have none. My interest was to start a dialogue regarding the pros and cons of brands taking a political position. It would seem to me that in our current political climate, a brand taking a firm position on either side of an issue is bound to alienate or offend nearly half of their prospective client base. It is possible to run afoul of half the brands own workforce. It is one thing for a privately held firm to take a stand, the owner is placing his or her own money at risk, which they have every right to do. I am more concerned about publicly traded companies such as Starbucks, for example, who have a fiduciary responsibility to their shareholders to maximize value (in terms of dollars.) Should shareholder's take a stand against executives who use a company's name to amplify their personal opinions? Are we under the delusion that because people work at the same company that they share the same beliefs? How does a company executive taking a political stand help the bottom-line?

I would love to hear your thoughts.