The problem often is that aspiring brands wish to be universally loved. Unfortunately, universal love is neither achievable, nor desirable. Instead, great brands are loved by some and hated by others because they actually stand for something.
Imagine a parallel universe where the Great Crash of 2008 was followed by a Tea Party of a very different kind, with members demonstrating to demand the government finally regulate the behavior of corporations and the superrich.
Driving change and convincing people that green is good for business requires logic, facts, examples ... but also passion, emotion, and yes, cheerleading. What's wrong with celebrating every now and then?