The new rules of engagement
The Brand Brief 9.30.25: Hegseth shines with clippable and powerful speech + Trump’s shutdown messaging playbook
Brought to you by On Brand Strategies | Written by Carly Moran and Nathan Brand
Actionable media intel to cut through the noise and keep you ahead: The Brand Brief delivers a daily snapshot of trending stories in conservative media. As the ecosystem fractures, we demystify what’s driving the right - new media and old.
NOTE: You’re receiving an early access, trial version of The Brand Brief. Please share any thoughts, ideas, or criticisms. I appreciate you! - NRB
📣 Driving the Conversation…
1,200 words | 5 minute read
What Matters: Clippable Hegseth, Quotable Trump
New Media Voices: National Guard and Michigan church shooting
Leading FOX: Hegseth and Trump speak at Quantico
Trending and Pouncing: Joy Reid and Don Lemon
What the Right is Writing: Trump Gaza Plan
Planning Purposes: New section as you map out your message
✍️ WHAT MATTERS AND WHERE WE’RE GOING…
Nathan’s quick take on where we’re headed…
Secretary of War Pete Hegseth knows how to reach a conservative media ecosystem audience. In a powerful - and very clippable and quotable - speech this morning from Quantico, Hegseth and President Trump spoke about military readiness and strength. Given the healthy emphasis on cultural issues, these remarks will lead the conservative ecosystem today and tomorrow. A few key quotes:
Hegseth: “It’s unacceptable to see fat generals and admirals in the halls of the Pentagon” [EricLDaugh, X]
Hegseth: “Male standards only” [RR47, X]
Hegseth: “FAFO. If necessary, our troops can translate that for you.” [BennyJohnson, X]
Trump: “We will NOT be politically correct when it comes to defending American freedom” [RR47, X]
As a government shutdown looms, Trump’s message is quotable and clear. Expect Republicans and conservatives to follow:
POTUS: Democrats... They want to be able to take care of people that have come into our country illegally — and no system can handle that.” [RR47, X]
Even Trump’s jokes are on-message… AI Chuck Schumer: “If we give all these illegal aliens free healthcare, we may be able to get em on our side so they can vote for us.” [WATCH]
Booking Note: If you have any former military clients or candidates, today is the day to be booking them on TV and radio. - NRB
🎙️ NEW MEDIA VOICES
The Megyn Kelly Show - 9/29
Kelly celebrates 5 years of her show, first started in her kids’ playroom
She criticizes liberal mayors for fighting Trump’s National Guard deployments
Claims “wokeism” is reaching its death knell
Guest Michael Shellenberger expresses need for mental health legislation
Guest Leland Vittert shares his memoir on having childhood autism
The Benny Show - 9/29
A 40 year old Iraq War veteran rammed his truck, fired upon, and set ablaze an LDS church in Grand Blanc, Michigan
4 killed, 8 injured in the potential hate crime
Johnson said he received a call from a “prominent Democrat” calling to de-escalate the rhetoric
Johnson helped distribute 5,000 Charlie Kirk “freedom” shirts at a Penn State game
Guest Nicole Shanahan talks MAHA, voter ID efforts in California
The Ben Shapiro Show - 9/29
Two Iraq War veterans committed mass shootings this weekend, one an LDS church in Michigan and the other a restaurant in North Carolina
The Center for Strategic and International Studies cites five left-wing acts of violence for every one act of right-wing violence this year
NYT columnists Ta-Nehisi Coates and Nikole Hannah-Jones claim Charlie Kirk was a racist, shouldn’t be mourned
National Guard has now been deployed to Chicago, Memphis, Portland
Democrats continue to risk a shutdown over additional healthcare funding despite $40T in national debt
Allie Beth Stuckey’s “Relatable” - 9/29
Some remain unaccounted for following weekend attack on LDS church in Grand Blanc, Michigan
Polyamorous couples are now adopting children, raising questions about kids’ and surrogates’ safety
Studies show children raised in married, two-parent homes have 50% lower poverty rates, 60% lower delinquency, and higher graduation rates
Prominent Christian minister Voddie Baucham died at 56 this weekend
Stuckey urges Christians to speak against surrogacy, issues with secular education
Afterparty with Emily Jashinsky - 9/29
Joint White House press conference between President Trump and Israeli PM Netanyahu becomes peace plan announcement
Some commentators criticize Trump’s indictment of former FBI Director Comey as political, others say it’s about law and order
New editor Adam O’Neal drives Washington Post toward a more libertarian angle
Rosie O’Donnell admits her therapist told her not to worry about politics
JK Rowling shares frustration on X over Harry Potter actress Emma Watson’s public critique of her trans-critical views
📺 LEADING FOX NEWS TODAY
A look inside the FOX editorial decision-making…
The Five (Monday)
National Guard faces nightly riots in Portland, no help from mayor
Sen. Fetterman calls for an end to the violent rhetoric of his party
UFC President Dana White laughs at “toxic masculinity” question on 60 Minutes
Chicago teachers union honors Marxist cop killer who fled to Cuba
FOX & Friends
Hegseth speaks to generals live at Quantico about military strength
Trump to introduce national security strategy in speech
China opens world’s largest bridge
Zach Bryan concert sets records - largest ticketed concert in the US
50 Cent interview on his new FOX Nation series
FOX Newsroom
President Trump and Hegseth speak to generals live at Quantico about military strength
Trump speaks to reporters before speech at Quantico about Israel, shutdown, military readiness
Congressional leaders preview shutdown messaging
Second victim dies in Dallas ICE facility shooting, DHS spokesperson provides latest
🍿 TRENDING AND POUNCING
Tomorrow’s news today: Additional highlights from the conversation on the right and what Republicans are “pouncing” on today…
In addition to the clips of Hegseth and Trump available above…
Joy Reid: “They want to take us back to no income tax, no regulations, earn what you want, family inherits everything” [EndWokeness, X]
Lemon: “White men, something deep in you is broken.” [EndWokeness, X]
Ta-Nehisi Coates: “I think Charlie Kirk was a hatemonger.” [Foster, X]
Des Moines Superintendent also registered to vote in Maryland [Jennings, X]
🗞️ WHAT THE RIGHT IS WRITING
Leading FOX News Digital
Hillary Clinton claims ‘White men of... a certain religion’ harm US, conservatives respond [FOX News]
Father demands action after daughter’s alleged killer with 39 charges walked free [FOX News]
Charlie Kirk assassination suspect a no-show in court with unusual arrangement [FOX News]
Top of Breitbart
Trump Gaza Plan Wins Support of Arab, Muslim World — and Palestinian Authority [Breitbart]
40-Year-Old Man Drove into Michigan Church, Opened Fire, Was Shot Dead by Officers [Breitbart]
Pop Star Bad Bunny to Headline Super Bowl LX Halftime Show in California After Saying ‘I’m Never Performing in the United States Again’ [Breitbart]
‘Wicked’ Star Ariana Grande Mocks Trump Supporters, Sharing Message Asking if Their Lives Have ‘Gotten Better’ [Breitbart]
Wall Street Journal Editorials
The Trump Deal for Israel and Gaza [WSJ Ed]
The ObamaCare Subsidy Scare [WSJ Ed]
Trump Bets the Soybean Farm on Tariffs [WSJ Ed]
The High-Speed First Brands Crash [WSJ Ed]
🗓️ PLANNING PURPOSES
New section as you map out your messaging plans, advising, and content
1:08 PM ET today: MLB Playoffs begin with Detroit Tigers at the Cleveland Guardians
12:01 AM ET tonight: The federal government shuts down
5 Weeks from Today: VA and NJ gubernatorial elections
SAY HELLO
Let us know what you think by reaching out to Nathan (@NathanBrandWA on X or Nathan@OnBrandStrategies.com) and Carly (@realCarlyMoran on X or Carly@OnBrandStrategies.com).
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