Much to my own surprise, I found myself at the Nefesh B'Nefesh first international Jewish bloggers conference in Jerusalem. As someone whop disdained pep rallies even for the high school football team, I had vowed to never go to another one. But despite the ra ra sis boom ba cheerleading, I enjoyed myself. It was great to meet the faces behind Internet institutions such as Janglo.
The enthusiasm of the new olim was infectious even to this old and cynical immigrant. It was clear that the new immigrants who came with Nefesh B'Nefesh and attended the conference were happy and had a good transition to Israel. Along with giving blogging tips, the conference was geared to providing information that olim can use.
Occasional blogger and former prime minister Bibi Netanyahu spoke about electoral reform and urged Israel to adopt direct elections like the United States. Although it is clear to everyone that Israel can not continue having governments lasting two and half years, I am not sure that the electoral system of the United States should be held up as an example to anyone. A system that requires me to learn the word chad due to the tight presidential race in Florida has some problems of its own.
Zavi Apfelbaum, director of the brand management team of the Foreign Ministry, was the next featured speaker. Everyone was all ears. One of the favorite hobbies of those of us that make aliyah from English speaking countries is the blood sport of knocking Israeli hasbara (outreach).
I, for one, was delighted that the Israeli government had embraced marketing to such a degree that they had a director of brand management. Many of us never thought that this day would come. It may seem antithetical to some that a country has to be sold at all or like a widget, but most of the world does not wake up in the morning and say that they want to come to Israel on vacation. Marketing has to place those thoughts in their heads.
Zavi convinced the conference participants that the Israeli government finally understands that the proper branding of Israel is important not only due to the combat and media wars with the Palestinians, but also because it will pay economic dividends in terms of tourism, trade etc. She reported on the results of some market surveys on Israel taken in the United States. Well-educated, non-Jewish participants were asked to describe many countries as a house and the activities within the house. There was a stark contrast between the two houses of Italy and Israel.
The Italian house was describes by survey participants as warm and inviting, pizza was served, wine was drunk, and residents of the house were playing cards. When asked to describe the Israel house, the participants threw out words such as concrete. The black participants feared that they would not be welcomed in the house of Israel. No one could name a food eaten in Israel.
It was the only house surveyed where there were no women in the house. Zavi acknowledged how weird this was, “You would think that women would be pictured in a house as that it their traditional domain.” She also noted, “This is particularly bad because these survey participants are from the United States, the country friendliest to Israel.”
Based on this compelling research, the idea of branding the country of Israel has moved forward. Zavi gave two examples of successful branding. The symbol of the Big Apple not only appeals to tourists coming to New York, but New Yorkers themselves have adopted it. Zvia said, “You can see the Big Apple logo on stores all over New York. It is important to create a brand that the people themselves can relate to or the branding will not be successful.”
I always thought that the apple was just a fruit. But I learned that drawing from Adam and Eve in the bible it is a symbol of temptation to many. Zavi further elaborated, “The branding has to embrace both the good and bad of the location. “ Las Vegas has a reputation as being a little bit naughty. “The slogan 'What happens in Vegas stays in Vegas' plays on that,.” said Zavi
Israel is about to embark on branding the country. The finance ministry has allocated money in the budget for it. Israeli has signed this month with a London firm, Acanchi, to do the branding. They will meet with Foreign Minister Tzipi Livni next month. Anachi has done work for Britain, the Blue Mountains of Australia, Hong Kong, Lebanon, Northern Ireland, Belfast, Zambia, Wales, and the Dominican Republic.
Let’s hope that all of this good work is not derailed by the upcoming elections.
One of the sponsors of the conference was Sun Microsystems. Edward Resnick, manger of start ups and emerging markets EMEA, represented the company. Sun has started a new program to provide start ups, primarily in the Web 2.0 arena, with intellectual property support. This can provide a big boost for a nascent company. Through donations to women in high tech organizations, Sun is doing what it can to support women hi tech entrepreneurs.
If you are a blogger and can drink pro-Israel cool aid for one night, then you should put the second annual Jewish bloggers conference on your calendar for next year.
Laura Goldman worked on Wall Street for over twenty years for such firms as Merrill Lynch and UBS Warburg. She now runs her own investment advisory, LSG capital, from Tel Aviv. She is an independent commentator, and her views do not necessarily represent those of "Globes".
Published by Globes [online], Israel business news - www.globes.co.il - on August 25, 2008
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