the brand.

This is not political or theological. Consider it marketing. 

The Christian brand is struggling and getting worse every day. If you like the brand, please be aware it has a very bad reputation in many circles, especially now, especially to people who were already suspicious of it. 

I'm not saying this to change the brand. I don't know who controls the brand or if they even want to change it. I'm saying this to anyone who still finds some worth with the brand - be aware you're now fighting an uphill battle. You're in negative space. With every encounter. Act that way. 

To live like you're not, will only continue to hurt the brand.