It was inevitable, I suppose, that the Guardian should claim the 99% as its own, despite its fat-cat public sector readership and bloated staff making up a goodly number of the 1% in the UK. Thus "The fight against global climate change is down to us - the 99%" thus neatly ignoring the gratuitous and obscene profits made by the green energy wing of the 1% as a sort of global climatic con trick. "Occupy protests are reclaiming the psychic space" claims Nina Power, in an article based on the premise that the 1% have established a mind-control system which the tinfoil hats of the protesters have foiled (pardon the pun). A millionaire columnist (no, no, not Lady Toynbee - her piece of guff will come tomorrow) even declares "I'm part of the 1% but I support the 99%", a sentiment with which many of the papers' readers will agree.
Of course 'we're the 99%' now has the same sort of cachet as declaring 'I'm Spartacus'. The 'Mail' will doubtless run a piece under the strap "Squeezed Surrey homeowners against HS2 are the 99%", the Glasgow Herald will declare "Scots 99% bear the brunt of cuts" and ASDA will launch a TV ad campaign under the slogan "The 99% shop with us". Tee shirt factories in guangdong are no doubt going flat-out producing derivatives of the slogan in more or less meaningful English; "Fish Glass 99%" perhaps or "99% Rap Queen Bus". Cautious statisticians will declare "We're the 95%, + or - 4%".
That's the thing about a good slogan. It can mean anything to anyone.