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.

In highly staged ceremonies, Hamas freed three people held captive over the last 15 months. Keeping to its part of the cease-fire deal, Israel released 183 Palestinians held in jails.

Hamas is using the ceasefire in the Gaza Strip and ceremonies to release the hostages as an opportunity to rebuild itself and assert its authority in the Palestinian enclave by taking over policing, healthcare,