What if you don't need a rebrand at all? What if you need a co-brand? Personal story time… A few weeks ago, I shared that I was launching The Daily Salad — Today’s News, Chopped and Seasoned with Bite. It’s a longer-form extension of what I’ve been doing on Instagram, now building out on YouTube. The focus is the U.S.–Israel relationship, the rise of antisemitism, global threats, civic integrity, and political accountability, with the occasional crouton of trending pop culture. It’s not a recap of everything happening in the world. It’s a curated reality check on the headlines I choose to highlight because I actually have something to say about them. I connect hidden dots, surface context others ignore, and break down the narrative with a dose of clarity, satire, and bite. I don’t "both sides" the issue just to get to the point. In other words, a sharp pivot from the career most of you know me for. For over 25 years, I built credibility in fashion PR, marketing, social media, career advice, and personal branding. I pioneered DKNY PR GIRL, one of the first examples of a social media personality. I wrote two books. I’ve spent decades helping others define and own their brand. So when I decided to lean fully into news commentary and analysis, I immediately thought: Do I need to rebrand? Since October 7, my LinkedIn felt like one world. My Instagram activism and news felt like another. Two identities. Two lanes. Don’t mix them. When I announced The Daily Salad here, it felt like planting a flag. Like I was finally saying out loud: this is where my passion and purpose are right now. But here’s what I realized, and it’s the chapter I would add to On Brand: Rebranding would mean stripping away everything I’ve built. Walking away from decades of credibility to become “someone new.” That didn’t feel right. Because when I really looked at it, what do I actually do? I engineer narratives. I understand optics. I analyze positioning. I connect dots that others overlook. In PR, we used to joke that we were the smoke and mirrors department. We knew how stories were shaped. How context was framed. How timing altered perception. Today, when I analyze the news, I’m using the exact same skill set. Different subject matter. Same muscle. After a career spent shaping narratives, I’ve realized the most important skill in today’s world isn't just consuming the news; it’s seeing through it. I do this through the lens of a proud Jewish voice committed to American values. In On Brand, I talk about the Venn diagram exercise. One circle is who you’ve been. The other is who you’re becoming. The magic lives in the overlap. When I did that exercise for myself, I saw it clearly. The through line is narrative engineering. Not fashion. Not news. Narrative. So if you’re feeling split between two professional identities, or building something new while protecting what you’ve already built, pause before you torch your brand. Maybe you don’t need a rebrand. Maybe you need a co-brand. You don’t have to abandon credibility to evolve. You can build on it. I hope you'll explore my new show. I’m here to start the conversation, not finish it. You don't have to agree with every one of my takes, but we definitely need to be talking more. I hope to see you in the comments.
