I've been witnessing the rise of the "alt-right" sphere on the internet for the past several years.
The greatest strength of it was the decentralisation - there was no name. There was no "leader of the alt-right", but an amalgamation of internet acvitivists.
The downfall came when Dick Spencer was suddenly proclaimed the "leader of the alt-right", and the entire thing started to resemble a political party - with a membership and command structure.
If your views are controversial, you should never assume a brand.
An inferior military force can win if they engage in effective guerilla warfare. Raising a flag and charging head-on is suicidal if you're outgunned.
>pic obv unrelated