I think The M4A rallies are an attempt to build a broader movement and/or alliance to agitate within, propagandise to, and recruit from to a militant nazi movement and/or party. In that sense I don't think they're an attempt to rebrand.

This stunt is a bit different. This is a nazi pride rally. I think the aim of this is to stand out from the crowd within the broader anti-immigration movement they are building. I reckon these knuckleheads would have been reassured they would be taken care of. Lose your job because you're a nazi? We'll take care of you etc. It's possible they're organised well enough and have a leadership that can make such assurances. I don't know.

I think it might be a bit too easy to dismiss their chances of making any impact. Ironically they appear to be one of the only groups taking advantage of the political vacuum that exists outside of electoralism. By this I mean the lack of any militant mass movements or organisations agitating for economic, political and social change outside of parliament. There are lots of left activist groups, but there's no clear shared strategy.