Branding = communicating concepts, symbols, aspirations. Journalism = reporting facts, investigating events, analysing situations (and signing one's article when it is a matter of personal opinion, like here). At least, Haaretz, you are quite clear about what it is that you are selling. It is not the later. You should stop calling yourself journalists right there, start thinking more about the true meaning of propaganda and maybe contemplate the fact that you have at least some responsibility as well. In the meantime, I'll maybe reconsider one last time ever reading your tabloid again.
U.S. confirms ISIS computer expert killed in air strike (Reuters)
from the article: Israel's focus on al-Dura is harmful propaganda