Israel In The World

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Israel In The World

  1. 1. Israel in the World<br />what does it mean to brand a country?<br />Can a branding program really work?<br />What does branding have to do with advocacy?<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  2. 2. Your Next Three Days<br />I was exhausted just looking at it…<br />Baseball, anyone?<br />A valedictory given as lessons learned<br />A once “New Paradigm” which has become the norm<br />K.I.S.S.<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  3. 3. Your Next Forty Five Minutes<br />Basic branding concepts<br />Israel’s brand<br />Israel’s nation-branding program<br />Unveiling W.I.C.K.E.T.S. – a time and place for everything<br />The limits of traditional advocacy <br />The key to successful communications, period. <br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  4. 4. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br /> I say: <br />I say: <br />I say: <br />Branding 101<br />You think: Dependable, basic transport <br />You think: Uber luxury and expensive <br />You think: <br />
  5. 5. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />Young & Rubicam says:<br />“A brand is a set of differentiating promises that link an entity to its publics.”<br />The brand sets expectations:<br />Provides confidence<br />Generates interest <br />Builds loyalty<br />A Brand is the Sum Total of All Experiences and Perceptions<br />The good and the bad<br />The real and the “projected”<br />The truth and the image<br />Branding 201<br />
  6. 6. Branding K.I.S.S.<br />A brand then, is a promise<br />A good brand is a promise kept<br />A good brand has enormous value…<br />Value which is quantifiable and monetizable<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  7. 7. Branding K.I.S.S.<br />Brands can be managed proactively and are often vigorously defended…<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  8. 8. Branding K.I.S.S.<br />Or, a brand may be unmanaged or, even worse, managed by someone else…<br />It’s better to manage your own brand<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  9. 9. Enter Place Branding<br />A new and growing marketing discipline with academic, economic and diplomatic elements<br />The anti-Borat<br />Basic goals:<br />Basic objectives are usually economic<br />Encourage trade<br />Acceptance of products<br />Advance tourism<br />Cultural and academic exchanges<br />Public diplomacy<br />But…<br />Public opinion abroad<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  10. 10. Place Branding Examples<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />Sin<br />Temptation<br />Fun<br />Non-Stop<br />
  11. 11. New York’s Brand Essence<br />It’s the “Big Apple”<br />The apple is both wholesome and, in biblical terms, tempting and dangerous<br />The New York experience is a bit of both<br /> ((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  12. 12. Las Vegas’Brand Essence<br />It’s “Sin City”<br />What “Happens here, stays here,” suggests that what happens there is either what shouldn’t be done or can’t be talked about<br />The strategy to make Las Vegas a family attraction was a branding bomb<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  13. 13. Brazil’sBrand Essence<br />It’s fun, it’s always Carnivale, there’s always dancing there’s always action<br />There’s art, football, fashion and fun, fun, fun<br />Colorful, brash, engaging and active…<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  14. 14. Tel Aviv’s Brand Essence<br />It’s non-stop: non-stop socializing, non-stop business, non-stop networking, non-stop nightlife <br />Tel Aviv promises to be Brazil and New York and Las Vegas in its own ways but with it’s own stamp and style<br />Currently celebrating its Centennial, Tel Aviv is building its identity on the energy it generates and the diversity that feeds it<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  15. 15. Branding 301<br />If a brand is a promise, it also must be based on reality… Salt Lake City can’t be “Sin City” just like Las Vegas can’t be middle America…<br />And those who live the brand have to believe in the brand…<br />Those who create the brand must believe in the brand and be the brand’s champions<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />“I hate New York”<br />
  16. 16. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />Israel’s Brand in America<br />Research: Quantitative and Qualitative<br />Brand Israel Group - Focus Groups (Qualitative)<br />Americans see Israel through two narrow lenses<br />Religiosity<br />Conflict<br />
  17. 17. Conflict <br />Religiosity<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />Focus Group Results<br />
  18. 18. Israel’s Brand in America<br />Research: Qualitative<br />Brand Israel Group - Focus Groups<br />Americans don’t even see the most simple and elementary aspects of the reality of Israeli life and society; they don’t see that it is:<br />Secular<br />Diverse<br />Modern <br />Food<br />Green<br />Houses<br />“Normalcy”<br />They don’t see life in Israel as being anything like life in America<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  19. 19. Israel’s Brand in America<br />Research: Qualitative<br />Brand Israel Group - Focus Groups<br />Instead, they see an Israel that is: <br />Militaristic, Under Siege<br />Ultra-Orthodox, Rigid, Stern<br />Alien, Other<br />Male-Dominated, Women Subservient<br />Unwelcoming, Unfriendly, Uncomfortable<br />Dangerous, Anxious, Suspicious, Not Fun<br />Barren<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  20. 20. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />Israel’s Brand in America<br />Research: Qualitative<br />Brand Israel Group - Focus Groups (Qualitative)<br />Here’s what they recommend, the addition of one more lens:<br />Show Americans who Israelis are… how they live, what they do, who they are and how much they have in common with Americans <br />Human-ness<br />
  21. 21. Israel’s Brand in America<br />Research: Quantitative<br />Young & Rubicam’s BAV Study<br />Long term longitudinal survey of hundreds of thousands of Americans<br />Proprietary so that clients will benefit<br />Israel added in 2004<br />9,000 surveys per quarter; 45 minutes per survey <br />Remarkable resource that confirms, in its way, the results of the Brand Israel Group’s qualitative research<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  22. 22. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />Knowledge<br />An intimate understanding of the brand<br />Esteem<br />How well regarded the brand is<br />Relevance<br />How meaningful the brand is to you<br />Differentiation<br />The brand’s point of difference<br />Israel’s Brand in America<br />
  23. 23. Israel’s Brand in America<br />Brand Pillars Combine Into Strength and Stature<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />Knowledge<br />Esteem<br />Relevance<br />Differentiation<br />Relevance<br />Brand Strength<br />Brand Stature<br />Brand Value<br />
  24. 24. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />100<br />80<br />60<br />Percentile Rank<br />40<br />20<br />0<br />Differentiation<br />Relevance<br />Esteem<br />Knowledge<br />Israel’s Brand in America<br />Israel’s Strength in the Four Pillars<br />Israel<br />0<br />0<br />20<br />40<br />60<br />80<br />100<br />Brand Stature<br />
  25. 25. France<br />100<br />80<br />60<br />Percentile Rank<br />40<br />20<br />0<br />Differentiation<br />Relevance<br />Esteem<br />Knowledge<br />Israel’s Brand in America<br />100<br />United States<br />100<br />Italy<br />Differentiation is high for all<br />60<br />Russia<br />United Kingdom<br />40<br />Israel<br />20<br />80<br />80<br />Germany<br />Spain<br />e<br />Russia <br />Spain<br />France<br />Switzerland<br />100<br />100<br />Holland<br />80<br />80<br />60<br />60<br />Percentile Rank<br />Percentile Rank<br />40<br />60<br />40<br />20<br />20<br />0<br />0<br />Differentiation<br />Relevance<br />Esteem<br />Knowledge<br />Differentiation<br />Relevance<br />Esteem<br />Knowledge<br />Brand Strength<br />United Kingdom<br />100<br />80<br />40<br />60<br />Percentile Rank<br />40<br />20<br />0<br />Differentiation<br />Relevance<br />Esteem<br />Knowledge<br />2003Q4 USA<br />Italy <br />Switzerland<br />2004Q1 USA<br />20<br />Differentiation<br />0<br />60<br />Percentile Rank<br />80<br />100<br />40<br />20<br />0<br />Relevance<br />Esteem<br />0<br />0<br />20<br />40<br />60<br />80<br />100<br />Courtesy of Young & Rubicam Brands<br />Brand Stature<br />Base: BAV USA Total Adults<br />
  26. 26. The Essence Of Brand Israel Comes From Its Heritage: Hospitality, One Of A Kind, Charismatic <br />Reputation<br />100<br />80<br />Charismatic<br />Inventor/Cutting Edge<br />60<br />40<br />20<br />0<br />One of a Kind<br />High Society<br />Bon Vivant<br />Hospitality<br />Israel<br />United States<br />Base: BAV USA Total Adults 2004 FQ<br />
  27. 27. Israel’s Brand in America<br />Research: Quantitative<br />Major Conclusions: <br />Israel’s brand is constrained because Israel is better known than liked and Americans don’t see Israel as relevant to their lives<br />To correct this, Israel must use the technological, medical, cultural and achievements of Israelis to get American’s attention and show them that Israel is relevant to their lives <br />Showing Israel’s diversity and secularism is the clearest route to showing Americans that Israel is like America<br />Tend the brand: Don’t allow Israel to be “Borat-ed”<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  28. 28. Israel’s Present Icons in America<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  29. 29. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />Israel’s Brand in America<br />Why shouldn’t these be the icons?<br />
  30. 30. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />Israel’s Brand in America<br />
  31. 31. Israel’s Nation Branding Program<br />Presentation in December 2002 was the impetus<br />Effort began in in 2004 to change the status quo<br />Branding program began with session in October 2006<br />Group of Israel’s best brainstormed with others from abroad<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  32. 32. Israel’s Nation Branding Program<br />Three concepts developed:<br />Refined and turned into short films<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  33. 33. Israel’s Nation Branding Program<br />Refining process began with research among Israelis<br />A total of 1,200 Israelis<br />18 and over in age<br />Six “tribes” were tested<br />Ultra Orthodox<br />Religious<br />Traditional <br />Secular <br />New Immigrants<br />Arabs<br />Unique effort to get Israelis to agree on who they were as a people—to build consensus on brand they can support<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  34. 34. Israel’s Nation Branding Program<br />The refined concepts and controls have been tested by international research<br />Complicated process: <br />3 concept films, one control film, one traditional Hasbara film<br />9verbal concepts—written descriptions of Israeli outlook and values<br />Thirteen Countries plus Israel targeted<br />America: USA, Canada, Mexico<br />Europe: U.K., Germany, France, Italy, Spain Russia, Poland <br />Asia: India, Japan, Tokyo<br />5215 participants, higher education and income<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  35. 35. Israel’s Nation Branding Program<br />Each concept had a video:<br />Passion: “Israel: A Small Country, Big Heart”<br />Ingenuity: “From Creation to Creativity”<br />Fusion: “A land of Extraordinary Combinations”<br />There was a “control” that combined them<br />Control: “Israel: Great Things are Happening Here”<br />There was a film that followed traditional Hasbara<br />Israel: “An Ancient Land-Pioneering Spirit”<br />Nine verbal concepts and values were included<br />Family, Grace, Justice, Tolerance, Hope, Diversity, Learning, Can-do Will-d0, Challenging frontiers together<br />5120 Studies conducted from November 20th to December 17th 2008<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  36. 36. Israel’s Nation Branding Program<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />From Creation to Creativity<br />
  37. 37. Israel’s Nation Branding Program<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />Small Country, Big Heart<br />
  38. 38. Israel’s Nation Branding Program<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />Land of Extraordinary Combinations<br />
  39. 39. Israel’s Nation Branding Program<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />Great Things are Happening Here<br />
  40. 40. Israel’s Nation Branding Program<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />Ancient Land With a Pioneering Spirit<br />
  41. 41. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />Most people don’t care about politics and conflict<br />When asked who they were more supportive, IL or Pal<br />27% were more/much supportive of Israel<br />16% were more/much supportive of Palestinians<br />57% felt equal, neither or had no opinion<br />Conflict won’t stop people from buying Israeli <br />When asked if they are less likely to buy if it’s Israeli<br />2% said they wouldn’t buy a product from Israel<br />8% said they would think about it but would probably buy<br />90% said it would make no difference or be a reason to buy<br />Research Results<br />
  42. 42. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />Overall transformed positively by messaging<br />Similar numbers on desire to visit and general sympathy<br />Research Results<br />
  43. 43. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />All of the videos performed relatively well<br />But the Fusion video was best in every category but one<br />The Hasbara video was last in every category but one <br />The Fusion and Big Heart videos were clearly the winners<br />Six questions were asked about the videos<br />Liked idea? Range 49%-63% <br />Appealing? Interesting? Range 48%-62%<br />Exciting? Range 37% -45%<br />Credible? Range 40%-45%<br />Learn more? Range 45%-54%<br />Overall impression improved? Range 39%-46%<br />Research Results<br />
  44. 44. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />In the videos and the verbal concepts, the human, people-oriented messages were the most<br />Except for U.S., China and India, Israel’s high tech expertise was relatively unknown.<br />High tech and green tech, as functions of a people who care, innovate and get things done, are powerful<br />Research Results<br />
  45. 45. Israel’s Nation Branding Program<br />Research is done and under analysis<br />The MFA is building support groups in trade, community, NGO and general Israeli population<br />Next step is the creation of the “Brand Book”<br />Architecture of the brand: images, messages, copy solutions and applications<br />To be followed by rollout and use<br />Impact of the new government?<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  46. 46. Introducing W.I.C.K.E.T.S<br />What is it?<br />Whole<br />Israel<br />Communications<br />Knowledge<br />Education<br />Tactical<br />Spectrum<br />It’s seeing pro-Israel communications as a gestalt<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  47. 47. Introducing W.I.C.K.E.T.S<br />In order to be effective, you and your group must be use in all forms of pro-Israel communications and activity<br />Crisis Communications<br />Watch-dogging the Media<br />Political Action<br />Traditional Advocacy<br />Social and Cultural Activity <br />Beyond the Conflict Messaging and Demonstration<br />To be really effective<br />Get beyond the defensive<br />Get comfortable with long term nature of the struggle to have Israel seen as it should be, not how her enemies want her to be seen<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  48. 48. The Limits of Traditional Advocacy<br />Traditional advocacy is necessary…<br />There are times when we must engage<br />There are times when we must wave the flag<br />But be very careful…<br />“Proving Israel is right….”<br />Can’t always be done<br />Can often be a Pyrrhic victory<br />Can alienate some who are persuadable<br />Learn to “acknowledge the question and bridge to your message.” <br />A crucial skill and tactic that needs to be learned and practiced<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  49. 49. The Key To Communications Success. Period.<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />Words that Work<br />IT’S NOT WHAT YOU SAY ,<br />IT’S WHAT PEOPLE HEAR<br />
  50. 50. The Key To Communications Success. Period.<br />The best communications practice begins with the question “Who is the audience?” <br />Then comes the question “What is the objective?<br />To be really effective<br />Know the vocation, avocation, problems interests of the people, groups and communities you know<br />Then tailor your tactic and your Israel-related information to fill that need, to satisfy that curiosity, to exploit that situation<br />You won’t have to talk about occupation and politics if you know a more direct route to the audience’s attention<br />((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />
  51. 51. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009<br />First an unpaid advertisement:<br />www.israel21c.org<br />www.israelity.com<br />www.youtube.com/israel21cdotcom<br />Then a plug for someone:<br />larry@paradigmmaker.com<br />818 613 8799<br />Thanks very much.<br />A Final Word or Two<br />

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