Dear Esther Cepeda, That's not branding. It's dog whistle politics. Please call it what it is. Best, Retiring Guy

 

"Branding" is a normalizing word.

Wisconsin State Journal, 11/20/2021

Republicans, unlike Democrats, are good at branding. 

Conservatives’ main message now is simple: “Make America Great Again.”\ 

Translation: America was “Great” when women, people of color and poor people stayed in their place, didn’t complain too much and didn’t “demand” livable wages, access to equal opportunity employment and affordable housing.  (Retiring Guy is in complete agreement with your translation.)

 

Original 11/4/2021 post, "Dog whistle politics:  Parents Unite on board with GOP using Critical Race Theory as major 2022 campaign theme" starts here.

Parents Unite:  About Us

Here's a screenshot from the group's latest email.  The subject line:  

Think about that.

Mission statement (red box added)

Diversity?  As reflected in the all-white leadership?