Rebranding and slick public relations won't be any more successful than the Judenrat's cooperation with the Nazis.
There's only one thing that will help us, and that's to be a "David" rather than a "Saul." Yesterday I asked a rather "foolish question" to Ezra Yachin at Seudat Shlishit (the third Shabbat meal.) I asked him why he moved to the Jerusalem neighborhood of Beit Channina right after the 1967 Six Days War.
Ezra replied that he finds the question offensive:
"One should ask the Arabs why they're living here, not Jews. Ask a Jew why he's living in New York!
This is our Land. We're the only people with a history here."