Rebranding Israel: FM Just Doesn’t Get It - Still!

This is not the first time Kumah has written about this.

Last week I attended the Nefesh B’Nefesh First International Jewish Bloggers Convention along with the rest of the Jblog world. One segment of the program featured Zavi Apfelbaum, the Director of Brand Management of the Foreign Ministry. At the time I did not know that she represented the State of Israel. (I didn't read the program, okay?)

(Click the video for a transcript we posted on YouTube.)

Which is why when blogger Moshe Burt (“Israel and the Sin of Expulsion”) began screaming at the top of his lungs “this is a Jewish State!,” though I agreed with him, I thought he was taking the wrong approach. But now that I realize exactly what was going on I think he was exactly right and that might be the only way to keep making the point, as Burt wrote, “until it sinks irrevocably into their consciousness.”

Let’s start at the beginning. The Foreign Ministry spent millions of shekel of taxpayer money to figure out that, guess what, the world thinks Israel is a bunch of thugs and a very cold (not weather-wise), dull, place to live or visit. Well obviously the world has branded us waaay wrong! Apfelbaum, again blaming the victim, claimed it was not the world that did it but we did it to ourselves. Perhaps I’ll grant that as a half-truth but that’s for another discussion.

So once again the Foreign Ministry plans to spend waste millions of shekel “rebranding” Israel.

Akiva, summarized it like this:

The future brand and marketing image of Israel:
1. Tel Aviv Fashion Brands
2. Tel Aviv Modern Dance Troupes
3. Tel Aviv Beach Life
4. Israeli High Technology Developments
5. Tel Aviv Night Life
6. Israeli High Technology Medical Developments
7. Israeli Wine

With the exception of 4 and 6, basically they are trying to brand Israel as Italy, France or Spain.

When will they learn? Israel is a Jewish Country!

Here’s what I wrote a year ago:

Once Israel becomes "a nation like any other" we are thrust onto a world scale we have no right being on. On that scale, Israel appears to be a pretty crummy nation with nothing special at all. Hence the post-Zionists. But if we stay on the scale we are supposed to stay on, the "light-to-the-nations" scale we are untouchable! When we promote G-d, no nation anywhere can come close in terms of history, culture, food, family life, beauty, and spirituality. Indeed we have something no other nation has.

To summarize, Israel already has an excellent – but discarded - brand. The powers-that-be in the government just don’t like it very much. But this brand has been around for over 3,300 years! Let me explain it in simple terms:

New York is to “The Big Apple” as Israel is to “The Holy Land.”

Gee, whiz. Brilliant! Why didn’t anyone ever think of that before? It’s a brand we have and it’s a brand we should use. It’s a brand that will stick because it already sticks, much to the dismay of the government. Basically the country is spending millions because we don’t want people to think of us as holy! Stop pretending to be the Europeans we are not, because the world is not dumb enough the fall for it. Start being yourself, Israel, and good things will happen. In the 60 years since she was founded Israel never got to be herself - not for one day.

And Moshe Burt is right. In terms of Holy we are talking Judaism. No Muslims are going to view Israel more favorable if we tell them Israel is important to them. And the Christians already know the real deal and love the Jewish people for it. Just talk to any Christians you meet. They know the Holy Land is G-d’s gift to the Jews and they are cool with that. Very cool with it.

So here is a small part of Pinchas’s plan for “rebranding” (that’s "re" as in repeating something not as in changing something):

Shabbat


Kotel



Jewish Tradition



Jewish Children




Holy Things



The problem is the government is working backwards. Instead of displaying the beauty of Judaism and Shabbat for the world, the government does everything it can to destroy our image as a holy nation by doing things like attempting to have buses run on Shabbat. Sometimes the only way to get the message across truly is to yell it, and to yell it again, again, and again!