Look, Feel & Spiel
An Introduction to (Jewish) Branding
Dov Abramson // June 2009
for PresenTense Institute
www.dovabramson.com

What is branding?*

*OK, we're gonna skip that whole part.

A brand is not a logo.
It's a set of values.*

*Yeah, but today we're gonna talk mostly about
the visual aspect.

Logo

A logo does not
have to be brilliant.*

*but it helps.

Logos are overrated.*

*but don't underestimate their importance.

There is no substitute for
powerful brand penetration
(AKA money).*

*but small and clever can work, too.

Consistency is key.*

*but it's OK to tweak.

Look & Feel

“I want that ‘Apple’ look”.*

* “I also love the work that Coca Cola,
Nike and Facebook have been doing”.

Meet your secret weapon:
common sense.*

*this one doesn’t even need an asterisk.

Don’t ask around too much.*

*or only ask people who say “yeah, that’s a great idea”.

Never start with the
business card.*

*even though that’s what you need by tommorrow
because you’ve got this big meeting etc. etc.

You can get used to anything.*

*try saying“Yediot Achronot” three times.

A Jewish brand is just like
any other brand.*

*it may just kvetch a little more.

Evolving / Dynamic
Branding
Three Case Studies

Case Study I:
Reuven Mass Publishing

Case Study II:
Beit Daniel

‫יהדות מתקדמת בתל אביב-יפו‬
‫בית דניאל‬
‫קהילה יהודית תל אביבית‬
‫משכנות רות דניאל‬
‫בית הארחה, מרכז תרבות וחינוך‬

‫בית דניאל‬
‫קהילה יהודית תל אביבית‬
‫משכנות רות דניאל‬
‫בית הארחה, מרכז תרבות וחינוך‬

Case Study III:
Beit Avi Chai

‫יהודית ומה שביניהן‬ ‫מוסיקה ישראלית, מוסיקה‬

www.dovabramson.com
dovabr@netvision.net.il