Angry billboards, Super Bowl ads: Does Judaism need a rebrand?

A billboard raising awareness about antisemitism in a particularly aggressive way. (Photo courtesy of JewBelong)

Does Judaism need a rebrand? In the wake of Oct. 7—against a backdrop of rising Jew hatred, rampant anti-Zionism and more antisemitic conspiracy theories than ever before—some would argue we do.

It’s through that lens that Avi and Phoebe have noticed a number of organizations shift their marketing strategies. Speaking to the broader public, we’ve seen JewBelong, once a quirky series of hot-pink billboards spouting pithy lines about Jewish inclusion, suddenly start shouting increasingly aggressive slogans about gas chambers and Hamas. Meanwhile, the Foundation to Combat Antisemitism, founded by billionaire Robert Kraft, is airing a multimillion-dollar anti-antisemitism commercial during the Super Bowl.

Even within our own communities, dozens of organizations—most recently the Union for Reform Judaism—have undergone rebrands, changing logos and colour schemes away from blue, white and black.

But who are these marketing efforts geared towards? What are they trying to say? And are they actually going to change anything?

Arno Rosenfeld, the enterprise reporter for The Forward, and Lex Rofeberg, the co-host of the podcast Judaism Unbound, join for a lengthy discussion about the relevance and impact of Jewish marketing.


Bonjour Chai is hosted by Avi Finegold and Phoebe Maltz Bovy. Zachary Kauffman is the producer and editor. Michael Fraiman is the executive producer. Our theme music is by Socalled. The show is a co-production from The Jewish Learning Lab and The CJN, and is distributed by The CJN Podcast Network. Support the show by subscribing to this podcast, donating to The CJN and subscribing to the podcast’s Substack.