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I mostly like the direction Mozilla is announcing in this post, but it is really tone deaf.

Branding is like a joke, if you have to explain it it's bad.

And when you talk about empowering people from grassroots activists to government officials… include them?

The only quotes I'm seeing are from self-centered directors and marketing folks. It doesn't inspire confidence at all.

https://blog.mozilla.org/en/mozilla/mozilla-brand-next-era-of-tech/