In this week’s season premiere of “New Girl” (Tuesdays on FOX), one of the main characters, Schmidt, after a summer of problems, decided he needed to re-brand himself and thus threw a big party inviting everyone he knew to attend and be introduced to his new “dangerous” personality brand (complete with martial arts-style swinging fireballs). I found myself thinking, no one would really go to this extent to re-brand themselves. Correct, no....