Even if you think rules-based international order perfectly captures the essence of what we are trying to defend, you must acknowledge that the phrase has very limited emotional appeal except perhaps to some elderly schoolmasters.
The brave people protesting in Belarus, Lebanon or Venezuela would never think to put such words on their home-made banners.
They write "freedom". Or "justice". Or "truth".
To win the fight against populism, we must appeal to the emotions
Economics is not a hard science, and mathematical models won’t explain why people behave as they do. A much broader perspective is needed