Tag Archives: nation branding

Israel tries branding … again

Update: You can download the actual 2006 branding report here. Download: Brand Israel Study

Richard Silverstein gave us this heads-up about Israel’s latest efforts to bypass reality and win friends and gain influence. NYT reports the new $2 million effort to re-brand Israel:

“When we show Sderot, others also see Gaza,” said Ido Aharoni, manager of a rebranding team at the Foreign Ministry. “Everything is twinned when seen through the conflict. The country needs to position itself as an attractive personality, to make outsiders see it in all its reality.”

This is old news. Several years ago at the Jewish Federations General Assembly in LA, I watched in person as Tzipi Livni and friends announced with great fanfare their first re-branding effort.  And boy, did it launch with a bang. That same month, before the latest Gaza war, and Netanyahu and Lieberman, mind you, Israel Today reported:

As if Israel’s position in the world in not bad enough, a new survey published in the US Wednesday says that Israel is suffering from the worst public image among all countries of the world.The study, called the National Brands Index, conducted by government advisor Simon Anholt and powered by global market intelligence solutions provider GMI (Global Market Insite, Inc.), shows that Israel is at the bottom of the list by a considerable margin in the public’s perception of its image.

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