A colleague asked that question. Here is my response:

The problem imho is not the brand. The problem is, there is and always has been a very real battle in the US between those who want a more equal society, and those who buy in to divide and conquer class warfare (whether they are trying to hold onto power, or whether, like the vast majority who think in terms of race as a competition, they are just stooges for those who have wealth/power & autocratic tendencies). Adding bigly to the problem are the DEI advocates who undermine their own belief that race is a social construct by dividing the population by the thing they say scientifically doesn’t exist…race… and then berating people based on race and gender. In the words of Robin DiAngelo, “all whites are racist” and “white women’s tears” are just a trick and as such illegitimate. Such dogma sells books and workshops (or at least did), but amounts to nothing more than moralistic bullying similar to the tactics of the autocratic forces being resisted, and directly inflaming the backlash.

The problem is not valuing the democratic principles of diversity, equity, and inclusion. The problem is pursuing them the wrong way. 

Kurt Lewin pursued the same by inviting people in, a strategy consistent with the ultimate goal of building a truly inclusive and equitable democracy. Our actions must consistently match our values. Adapting autocratic tactics undermines our actions. Democratic principles must guide the way for those of us who value them.