For sure. And I think it's important to note that some of those definitions of racism are from people who others would see as beneficiaries of the system that the latter group sees as racist. That is to say, it shouldn't be surprising that as the power of whites declines, the definitions of racism they might prefer are coming under challenge.

Or in your terms of branding, it shouldn't be a shock that the dominant racial group would have established a definition of "racism" that is one more convenient to them than to the dominated groups, because that branding serves to prevent challenges to their power.