butchersapron
Bring back hanging
That depends entirely on where when and who have the dodgy opinions. There is no getting past that we're talking about brand here.If we are going to get past the twitter specifics, its probably best to get past the Brand specifics too. As a general rule, starting by raising dodgy opinions privately and respectfully rather than going straight to public denunciation is a reasonable approach, if your goal isn't actually about policing the boundaries of the in group.
But I do think that the twitter/Brand specifics are quite useful to look at, because the response was particularly intense and reached particularly bizarre conclusions.