BRAND POLITICS: A FIGHT FOR SURVIVAL

A little over 2 weeks ago, I got my weekly e-mail update from brandchannel.com. The first featured article was titled “Shalom Israel: can this nation brand battle the stigma of conflict?” The article discussed the Israeli government’s efforts in nation branding, in attempts to promote Israel as a tourism destination. It mentioned that it aimed at projecting Israel as a warm, friendly and welcoming destination. The campaign that is currently running in markets like the US reads: “You’ll love Israel from the first Shalom.”  

I know what you’re thinking! It doesn’t take a brand specialist to realize something is evidently off! In branding terms, the difference between the brand promise (warmth and friendliness) and brand delivery (war, death and crimes against humanity) results in a major brand gap.   This situation is an unfortunate example of demonstrating that the value of a brand, is not what a company, or organization claims it to be. The true value of a brand is how people feel about it, in other words their interpretation of it.  If people don’t feel the friendliness and warmth Israel claims it has, the “Israeli brand” will not be able to position itself as that in people’s minds. The best way to find out? Ask any average person on the street, from any corner of the world. I highly doubt that the first thing that will spring to people’s minds is a vacation spot with fun nightlife.

As I started writing this article, I worried I would sound biased. I know in my heart that the government of Israel does not represent all Israeli individuals. I know for a fact that there are Israeli civilians just like you and I, who want peace and who are friendly.

However, violent actions on such a large scale speak louder than any words. I personally don’t see how Israel can attempt making such a claim. Unfortunately for Israel, the pictures we see on the news, the pain people feel, and the desperation they are forced into, is the only brand perception the world has of it.

Brands take years and consistent delivery to build themselves the reputation they have today. The case is graver when it comes to nation branding. Think of French wine, Japanese technology, Egyptian cotton. How long would it take for Israel’s nation brand to be synonymous with a warm, inviting and friendly vacation spot of choice?

Israel is nowhere near heading in the right direction in terms of creating an inviting brand for itself. At least not the way they have planned it. An ad campaign, clever wording and provocative photography won’t do the trick. Today’s consumers are already bombarded with too many false, insignificant and exaggerated advertising messages. What they need in order to become brand believers is just that! – A believable brand.The most efficient way to establish and maintain a believable brand is by delivering brand promises. 

So, can Israel’s nation brand battle the stigma of conflict? the people at Brandchannel.com answered it themselves. I logged on their website to re-read the article. It was taken down.

I wish our brothers and sisters in Gaza freedom and hope.
I wish us all peace.
by Nermin Habib