If you think your job is tough, at least you aren't trying to rebrand Hillary Clinton's image before the coming campaign.
The most sensible view expressed in the Post’s story is that of Republican advertising “guru” Fred Davis. He says that if Clinton’s re-branding “seems like a craven attempt to try to put fresh paint on an old house, then it will backfire.”
I don’t see how yet another attempt to re-invent Clinton at this late date could seem other than craven. With an old war horse candidate, “what you see is what you get” might be the best marketing approach. It’s telling that Team Clinton rejects this approach. You’ll get something better than what you’ve seen is their pitch.