You want to draw the line between us and them. Create zealots for your company. Help describe who is with us and who is not with us. Sometimes outlining the heretics helps users, customers or followers to solidify in solidarity against a common cause. Think of how some political leaders are able to foster a sort of groupthink. This hive-mind mentality is one of the key factors in defining who is one of your zealots and who is against your cause or heretical.