I like Gillian's answer to my question, simply because I hadn't thought about it from this perspective.
Does a brand imply personal/professional endorsement by following someone back on Twitter?
I don't think any more than taking their money at the cash register; or even allowing them in their store. What do you think?
Gillian's example (white supremacist) is an extreme. Replace it with a polarizing, but much more benign figure. Does following Bill Maher, Rush Limbaugh, Chad Ochocinco or Alex Bogusky imply something about what you believe and how you do business? Or do you simply find them interesting pieces in a much larger mosaic?