Even in war, branding applies. Israel and Hamas are engaged in a parallel battle of optics despite a ceasefire that took effect Jan. 19 after more than a year of devastating war.

Israel and Hamas are set next week to begin negotiating a second phase of the ceasefire, which calls for releasing the remaining hostages and extending the truce indefinitely.

Keith Siegel, a 65-year-old U.S. citizen abducted by Hamas, is expected to be freed Saturday as part of the first phase of the Gaza ceasefire deal, ending an agonizing 15-month wait for his family.