Real conservatives don't use sloganeering such as "Unite the Right." We are ALREADY united; why would we need to come up with a catchphrase like the Left does?
Even the Tea Party isn't a slogan. It's a belief, and the TEA actually stood for something.
You have a point there. I don't recall Kristinn's DC protests requiring a slogan identifying their "tribe." And you're other point too, that it is inappropriate given the right just won House, Senate, Presidency and statehoues and governor's mansions. No one has any illusions or need to "unite" with any factions that weren't required to deliver that drubbing.
The slogan's also inappropriate given that the protest was over the removal of statues. Not all Civil War reenactors and historians are rightwingers. Lots of Democrats like to play dress up, and lots of Democrats are still attached to their heritage and don't like to see their history destroyed.
This "Unite the Right" smacks of all those seminar callers with their Media Matters talking points who phone in to conservative talk radio and can't help but use the first talking point, which is :
"Identify as a Republican / conservative "
They haven't caught on that that is the first telling clue that they are a liberal seminar callers. As I recall, the same false claim to be Republican was used by General Wesley Clarke. Also it was used by Ambassador Joe Wilson, or at least he emphasized he was made an ambassador by a Republican admin. It was used by those who tried to sell us on Fitzgerald and Comey.
The leftists are herd animals, it's only natural that an appeal to the tribal or herd mentality is their first gambit.