Back when Pepsi refreshed their logo, the reaction was mostly just people making fun of it. If they did the same now it seems like there would be anger.

" Since the group is hierarchically organized (according to a military model), every subordinate leader despises his own underlings, and each of them despises his inferiors."

What's unique about fascist ideologies compared to many other forms of authoritarianism is its petty sadism, where people will accept getting kicked as long as they can kick down themselves, akin to a school yard bully or prison system. Rather than exercise solidarity with people even worse off, it's a kind of of mutual abuse. Elitism with an inferiority complex. Which is I think what makes it so attractive on the internet.

full text: https://theanarchistlibrary.org/library/umberto-eco-ur-fasci...