A recent article on the 'Call Me Jorge' blog features a video by Fr. Girouard (from 2013) on the subject of the branding of the SSPX. Fr. Girouard provides a thorough explanation of the subject. Though quite a few forum members may already be aware of the details, I'd not seen this video before, or understood exactly why or how the branding was done. Father explains that the SSPX hired a pagan PR firm to change their image.
There's a second video in the article which features Fr. Wegner's explanation of how and why the SSPX changed their stance, in that they will now provide a more "positive" view, in promoting the TLM, chant, etc.
http://callmejorgebergoglio.blogspot.com/2018/07/the-rebranding-of-sspx.html