I don’t see how that’s a result of bad marketing, though, just the right’s usual usual brainwashing to make people react negatively to a word, just like they did with CRT, woke, etc. If they can do it to a word like “welfare” that’s literally one of the first words in the Constitution, they can do it to anything.
The sad fact is that any words we choose are vulnerable to being poisoned and turned against us. Some words and phrases are a lot more vulnerable than others (like “defund the police”), but it can happen to any words.