I think that the existence of the AMA itself proves that at least in some circles you can.
Take a look at this for example: https://twitter.com/r_neoliberal/status/974992740982370305?s...
Chief Neoliberal Shill is clearly a joke, but these people do believe in the positive consequences of what they're doing.
One interesting consequence of the Internet is that we're becoming very aware that for every label you could ascribe to yourself, there is some group out there who holds a deep, visceral hate for that label, so deep that they wish you would just cease to exist. I guess this was probably the case beforehand, but without instantaneous global communication, you generally weren't aware of the people who hated you. I remember that when I was growing up, terms like "American", "patriotic", "tolerant", and "generous" were unambiguously good, but now for each of those there is some group who considers them a dog-whistle for people they despise.
The term itself was hardly known/in use to the general public before the crash 2008 and occupy. Since then it was only known as basically a different word for greed.
As another commenter (who obviously decided to delete his comment) wrote here, I also doubt that a re-branding will ever be successful. It's not like coming up with a new term in economy is something hard to do.
Also, the term is still not known/in use to the general public. The set of people who are politically active via Occupy, Tea Party, Trumpism, #Indivisible, etc. is a small subset of all people, and relatively disjoint from the set of people with successful Internet-based businesses.
