From a marketing standpoint, early feminists should perhaps have named the movement "egalitarianism" since the term "feminist" seems to mislead large numbers of people in several ways. For instance, it lends itself to the misconception that only women are feminists, or that feminism promotes female supremacy.
Having said that, I guess we're stuck with "feminism".
That's an issue that I know you and I have talked about before, Phil. How important is it to "sell" feminism to skeptics and to those who are unfamiliar with the umbrella philosophy as well as the more visible subsets of feminist theory.
My experience has shown me that it isn't merely the term that skeptics and haters object to, it's the perceived behaviors of men and women in the movement who are negatively scrutinized for any and all grievance(s) spoken up about the status quo. If it isn't the "truth" about what a feminist is saying, it's her tone. If it isn't her tone, it's that she is severely delusional or lying (and innocently self-identifying as "just disagreeing with the feminist"). If it isn't the content, it's the scope and how important it is. Most of all, if it makes the other side look the least bit guilty, the greatest pushback occurs and it becomes a playground politics game of "oh yeah? Well your side started it when you ****ed us off."
Approaching egalitarianism and bringing up women's issues has shown me that women's issues are brushed aside more often as unimportant or non-existent. My experience has shown me that in egalitarianism, if mens issues are not front and center, it isn't egalitarian.
Feminism is still the way to go IMO and the best way to address gender inequality. So we ruffle feathers. Tough ****.