The idea behind Black Lives Matter is not a brand, though

It's completely a brand. It's founded on the false assertion that most people think that black people don't matter and they should die. Telling black people they need to be upset and feel bad that everyone everywhere is out to get them, and tells white people they need to make amends for things they're never done.

I agree the larger philosophy behind BLM isn't a brand, but the slogan "BLM" is a brand.

To me personally, BLM is kind of stupid, the correct slogan we should all be wearing is ACAB, because from everything I have seen, US police are just as happy assaulting and killing anyone who gets in their way, regardless of colour. Cops in the US just want to kill people, it's an us versus them mentality, and I'd say it's pretty colour blind, like those 5 Nashville black cops who tortured and killed that black motorist. And I remember seeing the Atlanta BLM protests in 2020, and there were loads of black cops horrifically beating protestors too. It's honestly not a black problem, it's a blue vs everyone else problem.

And then some of the absolute worst police killings I've seen have been white cops killing white people, such as Daniel Shaver, Ryan Whitaker, and Officer Longman of Utah.

Some cops are definitely racially biased, but it's hardly Mississippi Burning anymore, even in the South. What is a problem is a general militarisation of police and complete lack of oversight or consequences for their actions.

But make no mistake, any cop would just love to kill you to make his or her day, whether you're white or black.