We filter information based on how we categorize the sender: friend or enemy.
Even when provide with the most objective argumentation from our worst enemy, we will always question every piece of it trying to prove them wrong.
On the other hand, when your best friend gives you the most obscure explanation on a topic, you have the tendency to accept it way easier.
The main difference? Trust. And a brand needs to behave in a way that inspires that trust and establishes a relatable and consistently-so persona.