what should happen is multiple brands have proposals
It is the case now, because you have a lot of different altcoins. The main problem with them, is that they don't follow the heaviest chain of SHA-256 hashes, and they abuse 21 million coins limit, by creating new coins, not connected with Bitcoin in any way.
where not one single brand wins
In that case, you would have more than one competing chain. And then, you can have for example three branches, where for example chain A has 6 million BTC, chain B has 7 million BTC, and chain C has 8 million BTC. Because having no single winner means, that some group will say for example "we want Segwit", and another group will say "we don't want Segwit". The same with Taproot, the same with Lightning Network, and the same with OP_CAT, and every other proposal. And then, the only case, where there is no single winner, is when every group can enforce it at the same time.
but the best idea wins and all brands then follow
There is no way to find out, which way is "the best way". For example, someone may argue, that "Segwit won, and all brands then followed". Then, you may disagree, by saying, that "it is not the best idea". However, in consensus rules, you don't have "the best chain". You only have "the heaviest chain", which means, that some idea may be worse than others, and still win (see: Ordinals; it was possible to reject them, but the idea of stopping them didn't reach 51%, and now only some pools reject them, while others endorse them, and have no plans of turning them off).
core dont want to use the byzantine general fault solution
The first step to change anything, is to know, what is available. So, which alternative client would you recommend? Where it can be downloaded?