By Ido Aharoni
Key takeaways
- Place branding is the long-term, deliberate creation of a mental picture of a place, not a campaign, logo, slogan, political instrument or crisis-management tool.
- Israel is one of the most recognized place names on earth, yet it still lacks a coherent, comprehensive brand strategy.
- The method is universal: research a place’s strengths and weaknesses, define its competitive edge, and communicate it to the audiences that matter.
- Places at war, such as Jerusalem or Kyiv, deserve to be known for more than their conflicts.
- Israel’s branding should never come at its neighbors’ expense; strong regional brands, including a Palestinian one, benefit Israel too.
When a place is defined by its problem, that is bad news. Israel knows this well.
Israel, with its assets (Jerusalem, Nazareth, Dead Sea, Tel Aviv, etc.), is one of the most recognized place names on earth, better known internationally than most countries. It evokes mostly conflict and anxiety but also holiness and faith. Yet as far as I know, the country still has not adopted a coherent, comprehensive brand strategy. A varied mix of events and programs does not add up to a strategy.
What place branding is, and what it is not
Place branding is widely misunderstood. It is not about campaigns, logos or slogans, nor is it a political instrument or a crisis-management tool. It is the long-term, deliberate creation of a mental picture through coordinated work in investment, trade, tourism, culture and exchange. “The Big Apple” has no expiration date. Neither should Israel’s story.
A method that works for every place
The method works everywhere: research a place’s strengths and weaknesses, define its competitive edge, and communicate it to the audiences that matter. Branding is about the place itself, not its rivals. Chicago would rather be known for its cultural gems than for its crime rate. Likewise, Jerusalem, or Kyiv, should not be known only for their disputes. Places at war deserve more than their conflicts. Sadly, there are tens of active violent conflicts all over the world.
Israel’s right to tell its story
Some argue that Israel has no right to promote itself at all, a standard they apply to no other nation. That double standard is blatant discrimination. Israel’s branding should never come at its neighbors’ expense. In fact, Israel would benefit from a strong set of regional brands, including the Palestinians.
My family came to the Land of Israel from Bukhara in the 1870’s. Its people want peace. The political battle must be settled through diplomacy. Meanwhile, the country deserves to be seen for what it offers the world, not only for what divides it.
Frequently asked questions
What is place branding?
According to Ido Aharoni, place branding is the long-term, deliberate creation of a mental picture of a place through coordinated work in investment, trade, tourism, culture and exchange. It is not a campaign, a logo, a slogan, a political instrument or a crisis-management tool.
Does Israel have a national brand strategy?
As far as Aharoni knows, Israel has not yet adopted a coherent, comprehensive brand strategy. In his view, a varied mix of events and programs does not add up to a strategy.
How should a country at war approach branding?
The same way any place should: research its strengths and weaknesses, define its competitive edge, and communicate it to the audiences that matter. Branding is about the place itself, not its rivals, so places like Jerusalem or Kyiv should not be known only for their disputes.
Should Israel’s branding come at the expense of its neighbors?
No. Aharoni argues that Israel’s branding should never come at its neighbors’ expense, and that Israel would benefit from a strong set of regional brands, including the Palestinians.
Related reading
- Israel’s reputation is a national security matter: Here are 5 ways it can be improved
- Online algorithms are driving Israel’s global reputation crisis
- Ambassador Ido Aharoni: Can Israel win the battle for hearts and minds?
- Press: Nation Branding
Ido Aharoni is a former Israeli diplomat and Consul General of Israel in New York, founder of the Brand Israel program, and a Global Distinguished Professor at Touro University. More about Ido Aharoni.