“From a branding perspective”

The Handmaid’s Tale Season 1 Episode 8, “Jezebels“:

Commander Price: Maybe the wives should be there. For the act. It would be less of a violation. There is scriptural precedent.
The Commander: “Act” may not be the best name, from a branding perspective. “The Ceremony”?
Commander Guthrie: Sounds good. Nice and Godly. The wives would eat that shit up.

[My emphasis.] THT is the single most disturbing piece of sci-fi dystopia I’ve watched, and that’s without the sexual politics.