Marketers aim to turn israel into Nike with the wave of a hand.

If the State of Israel were a brand like Nike or McDonald’s, what images would it evoke among the average American?

Let's see - a few come to mind.

But, perhaps this one best epitomizes what this deranged little country is all about.

Or, maybe this is more emblematic.

Or, this.

Or, this.

Ghee, thanks to israel, there seems to be an endless array of blood and gore from which marketers can choose to help people around the world endearingly remember the tiny little state.

Nevertheless, madison avenue professionals are intent on trying to give israel the extreme makeover it so desperately needs.

With the help of some advertisers and marketing consultants, diplomats and tourism officials gathered at a Tel Aviv hotel to begin a brainstorming project with the heady goal of coming up with an identity makeover for Israel.

A relatively recent concept that has caught on in a more globalized world, country branding has been used with varying success in the U.S., Ireland, South Africa and Rwanda. The hope is that similar principles can be successfully applied to Israel.

If today Israel’s brand is mostly forbidding, militaristic and religious, the challenge is to boil down the country to an all-embracing concept that would recast Israel in the eyes of the outsider — and potentially Israelis themselves.

“Israel’s face today is the face of a soldier, a settler and a rabbi,” said Guy Toledano, an Israeli advertiser who is helping the branding effort.

He forgot murderer, spy, and rapist.

The hoped-for payoff would be a boost in tourism, foreign trade and ultimately the country’s international political standing. The big question, of course, is whether Israel’s new narrative could hold its own amid the eternal cacophony of Middle East strife and political discord.

“It’s going to be difficult,”[that's an understatement!] said Rommey Hassman, a Tel Aviv University branding expert brought in for the brainstorming session. “I think that this is the worst brand in the world at the moment. But I like challenges.” [another colossal understatement!]

During the first decades of its existence, Israel’s brand identity developed organically into the metaphoric Sabra cactus fruit — the Israeli native who was rough on the outside and sweet on the inside. But decades of daily conflict have worn down that image.

“All that is left is the thorns,” said Boaz Mourad, who ran the focus group and heads the Brand Israel Group, a group of marketing professionals who began two years ago planning a strategic marketing makeover for Israel. “We need to come up with a new story.”

That should be easy for a nation of habitual liars.

The recent Lebanon war offered further evidence of the need for a new approach. Though Israel started off enjoying the sympathy of most of the world for having been provoked by a cross-border attack, it soon lost that advantage once pictures were broadcast to the world of Lebanese destruction wrought by Israeli air force bombings.

Savage remorseless brutality is often unpopular.

According to Brand Israel Group’s research, even though Israel’s brand in the U.S. is highly recognizable, it is not held in high esteem and not seen as relevant to the everyday lives of Americans.

Another understatement.

The fact is people in America and around the world avoid israel like the plague.

Americans have been saturated with coverage of the Israeli-Arab conflict, and what they see they don’t like.

* * *

What messages should become the new Israeli brand?

* * *

Israel’s brand should communicate how local innovation “adds value” to the everyday lives of Americans, said Larry Weinberg[.]

Sure, like the BILLIONS upon BILLIONS of US tax dollars that get sucked out of our economy to FUND their sh*tty little belligerent state all so WE can become the most hated nation on earth, second only to israel!

Now, THAT's VALUE!

Others mentioned the country’s history as the birthplace of three monotheistic religions.

These guys aren't too bright - that isn't exactly a high point in Judeo-Christian relations.

And some argued for an emphasis on Israel’s multiculturalism and its pluralist democracy as a way to generate sympathy with Americans.

Right - GOOD ONE!

By the end of the conference, participants threw their hands in the air and gave up on the whole ridiculous prospect!

Actually, they didn't.

The delusional fools still think they can do it.

[They] agreed on four branding concepts that will be researched and then evaluated by government officials for a final decision on Israel’s marketing strategy by the beginning of 2007. [shortly after they destroy Iran] A Foreign Ministry spokesman refused to reveal the results of the brainstorming session.

Even though adopting a new concept could be done relatively quickly, government officials and professionals agree that refashioning Israel’s image is a project that will stretch over several years.

“We don’t expect miracles,” said David Saranga, the consul for communications at the Israeli Consulate in New York. “It’s a slow process. It’s not an easy process. We’re not talking about seeing a change in the world’s perception of Israel within a year.”

* * *

The diplomat says that he doesn’t expect Israel’s new brand to make foreigners forget its political conflicts with neighbors . . . “The conflict exists. We can’t cover up the images,” said Foreign Minister Tzipi Livni. “We can’t create something we’re not.”

In other words, israel has NO INTENTION of changing its insane, murderous ways.

They want only to dress it up so that it doesn't stink as much.

“This is not about a gotcha argument,” said Israel 21c’s Weinberg.

israelis couldn't care less WHY it hasn't worked.

They just want results.

Ultimately, the branding effort is something that will need to be sold to Israelis as much as to foreigners.

But, will they be able to agree on a strategy?

“We haven’t even decided on our borders[.]”

Fat chance.

But, more importantly, whatever 'strategy' they decide on - will rebranding israel ever work?

In short - hell no.

All the magic in the world won't make us love them if they keep acting like deranged, blood-thirsty criminals.

Posted in

• brainwashing
• Censorship
• deception
• Israel
• Lies
• marketing
• mind control
• PR
• racism
• Thought Control
• zionism

Submitted by qrswave on Thu, 2006-11-02 21:00.

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