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Rebuilding the Jewish Brand in America
Shabbat candles. Photo: Olaf.herfurth via Wikimedia Commons.
JNS.org – What is the central vibe in the Jewish world today? In a word, anxiety.
Justified anxiety, I might add.
It seems everywhere we turn, there are anti-Israel and anti-Jewish forces mobilizing for action. The hatred and chutzpah have reached new levels. There’s no fear, for example, about spray painting “Hamas is Coming” on a statue in Washington, DC, or assaulting Jews outside a synagogue in my Los Angeles neighborhood of Pico-Robertson.
The good news is that Jews have mobilized in response. We have our rights and we’re fighting to enforce them. Haters must pay a price. Lawsuits are being filed. Scores of organizations are on the case. We’re making noise.
All of this fighting is crucial and we must never relent. Indeed, we cover the fighting extensively in the Jewish Journal. But that’s not why I’m writing this column; you don’t need me to repeat the obvious.
I’m writing to bring attention to an unusual side effect in the fight against antisemitism; one that is not easy to see. This side effect, if we don’t take action, has the potential to severely weaken the Jewish brand in America.
Let me explain.
A brand is as valuable as a reputation. That applies to organizations, individuals and products as well to groups of people. The Jews in America have always been blessed with a strong brand, one that is marked, among other things, by our inclination to give back to our country.
How is the fight against antisemitism influencing that brand?
Branding is all about the noise we make. That noise helps shape the brand we become. Right now, the Jewish noise in America is very much about fighting those who hate us. Whether we like it or not, we’re becoming the group that cares mostly about protecting itself.
This is not a criticism. Fighting for safety is primordial. It does, however, hold a subtle trap: Safety is so important that it tends to drown out everything else, to suck up all the noise. As a result, Jews become associated with weakness; fear on one side; and seeking safety on the other.
This not only “shrinks” the Jewish brand, but it’s also not true to who we are.
The Jewish way, which promotes growth, goodness and renewal, has always treated safety as a beginning, not an end.
Perhaps the ultimate example is Israel. In its 76 years of existence, no country has been under more physical threat than the world’s only Jewish state. And yet, it is known not just for its strong military but for its vibrancy and creative spirit, not to mention its many contributions to the world.
As critical as safety is, Israel reminds us that there’s a lot more to the Jewish brand than seeking protection.
In America, no group has contributed more than the Jews. From comedy to science to academia to literature to Broadway to Hollywood to social justice to endless other fields, the Jewish reputation has sparkled because Jews are natural contributors. Antisemitism or no antisemitism, our brand has always been dominated by our giving gene.
I bumped into one of my favorite Jewish “givers” recently—Matisyahu. I mentioned that infamous concert in Spain where he sang the “Jerusalem” song in front of anti-Israel protestors. He remembered it well. What I loved, I told him, is that he didn’t use his position on stage to verbally push back on the haters who wanted to shut him down.
No, all he did was sing. And boy did he sing. While the haters hated, Matisyahu did what he does best. He performed. He gave of himself to the audience.
Giving of ourselves has been the American Jewish way since we landed on these shores.
Now that we’re feeling under siege, that Jewish way is being tested. Naturally, the noise is going to the act of fighting the haters, of seeking protection. It’s understandable.
But if we’re serious about revitalizing the Jewish brand—which is our most valuable asset—we must bring more noise to the Jewish act of bringing goodness, of bringing a positive spirit to the world around us.
How can we do that?
One way is if every Jewish event—whether for major groups like the ADL, AJC and Federations or smaller neighborhood groups—would feature one Jew who is giving back to the world and is not connected to that particular cause. Just a Jew doing good things.
This would offer hundreds of occasions each year to make some noise about Jews and goodness. I can envision Jewish organizations taking 10% of their “fighting antisemitism” budgets and allocating it to promoting Jews who share their contributions—from grade school kids to Holocaust survivors, from entertainers to scientists, from doctors and artists to architects and volunteers in soup kitchens.
The good thing, of course, is that these Jews are everywhere. They’re the easiest people to find.
The spreading of Jewish contributions, creativity and goodness won’t just revitalize the Jewish brand throughout America, it will also provide a welcome injection of positive energy into our anxious community.
Yes, we must never relent in fighting for the safety of Jews. But we must also never relent in honoring the Jewish way of never settling, of always aiming higher.
We are determined fighters when we are forced to be, but we are givers always. And giving, from what I hear, helps reduce anxiety.
Originally published by Jewish Journal.
The post Rebuilding the Jewish Brand in America first appeared on Algemeiner.com.
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Israeli Anti-Missile Laser System ‘Iron Beam’ Ready for Military Use This Year
Iron Beam laser defense system. Photo: X/Twitter screenshot
A low-cost, high-power laser-based system aimed at destroying incoming missiles has successfully completed testing and will be ready for operational use by the military later this year, Israel’s Defense Ministry said on Wednesday.
Co-developed by Elbit Systems and Rafael Advance Defense Systems, “Iron Beam” will complement Israel’s Iron Dome, David’s Sling, and Arrow anti–missile systems, which have been used to intercept thousands of rockets fired by Hamas terrorists in Gaza, by Hezbollah from Lebanon, and by the Houthis in Yemen.
Current rocket interceptors cost at least $50,000 each while the cost is negligible for lasers, which focus primarily on smaller missiles and drones. “Now that the Iron Beam’s performance has been proven, we anticipate a significant leap in air defense capabilities through the deployment of these long-range laser weapon systems,” the ministry said.
After years in development, the ministry said it tested Iron Beam for several weeks in southern Israel and proved its effectiveness in a “complete operational configuration by intercepting rockets, mortars, aircraft, and UAVs across a comprehensive range of operational scenarios.”
The first systems are set to be integrated into the military‘s air defenses by year-end, it said.
Shorter-range and less powerful laser systems are already in use.
Iron Beam is a ground-based, high-power laser air defense system designed to counter aerial threats, including rockets, mortars, and UAVs.
“This is the first time in the world that a high-power laser interception system has reached full operational maturity,” said defense ministry Director-General Amir Baram.
Rafael Chairman Yuval Steinitz said that Iron Beam, which is built with the company’s adaptive optics technology, “will undoubtedly be a game-changing system with unprecedented impact on modern warfare.”
For its part, Elbit was working on the development of high-power lasers for other military applications, “first and foremost an airborne laser that holds the potential for a strategic change in air defense capabilities,” CEO Bezhalel Machlis said.
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Iran and European Ministers Make Little Progress as Renewed UN Sanctions Loom, Diplomats Say
Iranian Foreign Minister Abbas Araqchi speaks during a meeting with foreign ambassadors in Tehran, Iran, July 12, 2025. Photo: Hamid Forootan/Iranian Foreign Ministry/WANA (West Asia News Agency)/Handout via REUTERS
Iranian and European ministers made little progress in talks on Wednesday aimed at preventing international sanctions on Tehran over its nuclear program being reimposed at the end of this month, two European diplomats and one Iranian diplomat said.
Britain, France, and Germany, the so-called E3, launched a 30-day process at the end of August to reimpose UN sanctions. They set conditions for Tehran to meet during September to convince them to delay the “snapback mechanism.”
The offer by the E3 to put off the snapback for up to six months to enable serious negotiations is conditional on Iran restoring access for UN nuclear inspectors – who would also seek to account for Iran‘s large stock of enriched uranium – and engaging in talks with the US.
The status of Iran‘s enriched uranium stocks has been unknown since Israel and the US bombed Iranian nuclear sites in June.
TALKS WITH EUROPEANS FOLLOWED ACCORD WITH IAEA
Wednesday’s phone call between the E3 foreign ministers, the European Union foreign policy chief, and their Iranian counterpart followed an agreement between Iran and the International Atomic Energy Agency last week on resuming cooperation, including, in principle, the inspection of nuclear sites.
Several Western diplomats have said, however, that the accord is not detailed enough, sets no timeframe and leaves the door open for Iran to continue stonewalling.
There has also been no indication of a willingness from Iran to resume talks with Washington.
Iran says it is still refining how it will work with the IAEA.
In the call, Iran‘s Foreign Minister Abbas Araqchi expressed willingness to reach a “fair and balanced” solution, according to a statement on Iranian state media.
“The Islamic Republic of Iran has entered into dialogue with the International Atomic Energy Agency with a responsible approach … on how Iran will fulfil its safeguards obligations in the new situation … It is now the turn of the opposing parties to use this opportunity to continue the diplomatic path and prevent an avoidable crisis,” Araqchi said.
GERMANY SAYS IRAN HAS NOT MET CONDITIONS
Germany’s foreign ministry said on X that the E3 had “underscored that Iran has yet to take the reasonable and precise actions necessary to reach an extension of Resolution 2231,” adding that sanctions would be reimposed unless there were “concrete actions in the coming days.”
The sanctions would hit Iran‘s financial, banking, hydrocarbons, and defense sectors.
Four European diplomats and an Iranian official said before the call that the most likely scenario would be the E3 going ahead with a reimposition of sanctions.
An Iranian diplomat said Tehran had reiterated that it would retaliate if the decision to restore UN sanctions was made.
“The understanding in Tehran is that the UN sanctions will be reimposed. That is why Tehran refuses to give concessions,” an Iranian official said.
The West says the advancement of Iran‘s nuclear program goes beyond civilian needs, while Tehran says it wants nuclear energy only for peaceful purposes.
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Israel Opens New Route Out of Gaza City as Ground Offensive Continues
Displaced Palestinians, fleeing northern Gaza due to an Israeli military operation, move southward after Israeli forces ordered residents of Gaza City to evacuate to the south, in the central Gaza Strip, Sept. 16, 2025. Photo: REUTERS/Mahmoud Issa
The Israeli military said it was opening an additional route for 48 hours that Palestinians could use to leave Gaza City as it stepped up efforts on Wednesday to empty the city of civilians and confront thousands of Hamas terrorists.
Hundreds of thousands of people are sheltering in the city and many are reluctant to follow Israel‘s orders to move south because of the dangers along the way, dire conditions, a lack of food in the southern area, and fear of permanent displacement.
“Even if we want to leave Gaza City, is there any guarantee we would be able to come back? Will the war ever end? That’s why I prefer to die here, in Sabra, my neighborhood,” Ahmed, a schoolteacher, said by phone.
The war was triggered by the Hamas-led attacks on southern Israel on Oct. 7, 2023, in which about 1,200 people were killed and 251 taken hostage.
Israel now estimates about 400,000 people, or 40 percent of those who were in Gaza City on Aug. 10 – when it announced plans to take control – have already fled. The Gaza media office says 190,000 have headed south and 350,000 have moved to central and western areas of the city.
A day after Israel announced the launch of its ground offensive to seize control of Gaza‘s main urban centre, tanks had moved short distances towards the city‘s central and western areas from three directions, but no major advance was reported.
An Israeli official said military operations were focused on getting civilians to head south and that fighting would intensify over the next month or two.
The official said Israel expected around 100,000 civilians to remain in the city, which would take months to capture, and the operation could be suspended if a ceasefire was reached with the Hamas terrorist group.
The prospects of a ceasefire appear remote after Israel attacked Hamas leaders in Doha last week, infuriating Qatar, a co-mediator in ceasefire talks.
Defying global criticism of the attack, including a rebuke by Israel‘s stalwart ally, the United States, Prime Minister Benjamin Netanyahu has said Israel would strike Hamas leaders anywhere.
In leaflets dropped over Gaza City, the Israeli military said Palestinians could use the newly reopened Salahudin Road to escape towards the south and that they had until lunchtime on Friday to do so.
But the situation remained chaotic and dangerous for civilians, who have been streaming away on foot, by donkey cart, or in vehicles in recent days.
Much of Gaza City was laid waste early in the war in 2023, but around 1 million Palestinians had returned there to homes among the ruins.
Israeli forces control Gaza City‘s eastern suburbs and have been pounding three areas in the southeast, north, and northwestern coastal areas of the city, from which tanks have been pressing towards the center and western areas.