Dec. 5, 2006
Israel embarks on PR face-lift
By Anju S. Bawa
THE WASHINGTON TIMES
Israel's international image is hurting, and the country's top
officials have turned to the wisdom of Madison Avenue in a bid to
"re-brand" their product.
Israeli Foreign Minister Tzipi Livni met with public
relations executives, branding specialists and diplomats in
September in Tel Aviv to brainstorm about improving the country's
image by using the marketing insights first developed to sell
peanut butter and Pontiacs.
Israeli officials complain that the international press
gives the country a warlike image by focusing on its military
might and the string of conflicts with its Arab neighbors. Mrs.
Livni told the Tel Aviv gathering that she would like to project
a more inviting image of the Jewish state.
"When the word 'Israel' is said outside its borders, we want
it to invoke not fighting or soldiers, but a place that is
desirable to visit and invest in, a place that preserves
democratic ideals while struggling to exist," she said, according
to a Reuters news agency report. A staffer with the London-based
global ad firm Saatchi and Saatchi is already working with the
Israelis free of charge on the re-branding effort.
David Saranga, consul for media and public affairs at the
Israeli Consulate in New York, said the public relations effort
is still at an early stage. Mrs. Livni recently put the image
initiative on the government's agenda and will soon develop a
budget for the program, he said.
Mrs. Livni is also forming a coalition within the government
that would join with the private sector in defining the essence
of the country, Mr. Saranga said.
A report released last month shows the scale of the
re-branding job. Author Simon Anholt said his surveys show that
Israel's image abroad is so bad that any re-branding campaign
would be "pointless."
Israel's negative image results from a variety of factors,
from its history of armed conflict to the widespread sympathy in
the Middle East and Europe for the Palestinians to simple bias
"The politics of a country can affect every aspect of a
person's perception about that country," Mr. Anholt said. To
permanently change the country's image, Israel has to "be
prepared to change its behavior" in the areas of international
peace and security.
Mr. Anholt, an independent researcher from Britain and
adviser to governments on branding, has developed the Anholt
Nation Brands Index -- an analytical ranking of the world's
nations as brands. The survey recently polled 25,903 online
consumers from 36 countries in North America, Europe, Asia and
Israel finished dead last in the survey, behind Estonia,
Indonesia and Turkey.
Among the factors considered in a nation's "brand" are the
quality of the country's government, its culture, its people, its
business and investment climate, and its desirability as a
"A nation's brand is a deep-seated perception that does not
change a great deal," Mr. Anholt said. "There is no evidence that
re-branding campaigns change people's minds."
Guy Toledano, head of the Branding Israel Committee at the
Israeli Advertising Association in Tel Aviv, said he was "not
surprised" by the survey's grim findings. But he rejected Mr.
Anholt's suggestion that marketing and public relations can't
improve Israel's image.
"This is a long-term effort that goes much deeper than an
advertising campaign," Mr. Toledano said. "... I am worried about
this as a citizen. I can never give up or consider this a lost
Mr. Anholt said this strategy has little hope of success
because the only thing people associate with Israel are its
conflicts. "The most useful thing Israel can do with the results
is stop wasting taxpayer money in a re-branding campaign," he said.
Although preliminary research on Israel's global image has
been under way for more than four years, "not one penny had been
spent on branding so far," Mr. Saranga said.
The research showed that Americans saw Israel only in terms
of its military and its religion. The perceptions were even worse
in Europe and other regions.
"Israel is not perceived as a fun place where people live,"
Mr. Saranga said.
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