Democrats are quietly admitting they’re not exactly thrilled—or even clear—about what former Vice President Kamala Harris is trying to pull off with her latest political makeover.
Harris announced Thursday that her campaign X account, formerly known as “KamalaHQ,” is being rebranded as “Headquarters” and turned into a so-called “Gen-Z led progressive content hub.” In a video, she described it as a place for young people to get news and connect with political leaders. Because nothing screams “fresh and authentic” like a top-down rebrand run by political consultants.
Some Democrats told the Daily Caller they’re uneasy about the move and would rather Harris stay in safer, more predictable territory.
“I didn’t think she was going to make some presidential announcement this early, but it was telling how ominous it felt,” one former staffer said. “Everyone kind of felt nervous. It’s easier when she’s on the book tour. That’s predictable.”
Since launching, the account has been operating as a rapid-response page aimed at countering claims from the Trump White House. The team behind it told journalist Kyle Tharp they want it to become Gen Z’s main source of news.
One former Democratic administration official summed it up bluntly: “Great team, important goal, terrible candidate.”
Two former senior Biden White House officials even took their disagreement public. Stefanie Feldman, who ran Biden’s Office of Gun Violence Prevention, questioned how success would be measured.
“How will you measure what content persuades or mobilizes?” she asked, adding that digital teams often confuse views and likes with real impact—even when posts are swamped with negative reactions.
Progress Libs CEO Maya Luna labeled Harris a “microcosm of everything wrong with the Democratic Party,” while a CNN panel dismissed the account’s attempt to tap into a “6-7” joke as “cringe.” Which, in political terms, is about as close as you get to a professional diagnosis.
Some Democrats argue the effort at least shows the party is trying to modernize its messaging, something it struggled with during the 2024 campaign.
“This is a constructive signal that Democrats are taking organization and message discipline seriously,” strategist Laurie A. Watkins said. She added that focusing on cost of living, healthcare, childcare, and affordability is where Democrats should be putting their energy.
Still, one former Biden-Harris aide suggested Harris should stick to what she knows best.
“Stick to the aunties and the adults who come out to your book tour,” the former aide said. “Everybody who’s interested should run for president, but those who put the DNC in millions of dollars of debt probably should think twice.”
While Democrats argue among themselves over social media strategies and branding experiments, Republicans are watching a familiar pattern unfold: confusion at the top and mixed messages below. The silver lining is that voters get a clearer contrast—between digital chaos and leadership that actually knows where it’s going.
