The survivor brand is no longer enough

MANCHESTER, ENGLAND - OCTOBER 11: Members of the Jewish community attend a vigil for the victims of the recent attacks in Israel at Central Library, St Peter's Square, on October 11, 2023 in Manchester, United Kingdom. More than 1,200 people were killed in Israel on Saturday when Hamas militants invaded from Gaza and attacked Israeli communities nearby, coupled with a barrage of rockets. The attack spurred an intense bombing campaign by Israel across the Gaza Strip, where hundreds have died, according to Palestinian authorities. (Photo by Christopher Furlong/Getty Images)