The other major disadvantage to the mainstream branding of social justice is that it's making the Right loathe us. From the point of view of a social conservative, social justice is the new normal in the public eye and especially on social media, meaning that their opinions appear sidelined, oppressed and unspeakable.
Is it possible that there's a common approach shared by the world's most successful brands? It's not surprising that the most successful brands had performed well financially in previous years. If they hadn't delivered shareholder returns, they wouldn't be in the top 0.1% of brands. It's a circular piece of logic.
Team GB is a great brand that has carefully built its relevance in our lives. And the vast majority of people believe - in what they stand for, the purpose they set out to achieve and now after an extraordinary two weeks the substance that has been assembled in their extraordinary medal tally the underpins their brand story.