Gary Wexler in Forward:
Even with all the efforts of Camera, the Israel Project, the Jewish Federations and all the other organizations that blast my email inbox daily with defensive statements, Israel is increasingly emerging as the world’s pariah nation.
Yet, as strange as it may sound coming from a marketer with an advertising background, who has represented hundreds of Jewish organizations worldwide, I have arrived at the conclusion that the solution will not be found in branding, marketing, public relations or the writings of political pundits. The problem is that all their concepts, strategies, words and legitimate defenses – no matter how powerful and clever – are not going to elevate Israel’s plummeting image. Hundreds of thousands of dollars from donors and the Israeli government have been poured into this effort, yet the situation only worsens every month. I am as much to blame as anyone for being a supporter of these actions.
It has become clear that the world doesn’t care about Israel’s wines, its Bauhaus architecture, its fashion, its alluring women, its sexy gay men, its beaches, its ballet or its hummus. The world, its media and its university campuses are riveted upon Israel’s relationship with the Palestinians as well as the state of its democracy.
No, the answer to Israel’s image problems does not depend upon the marketing. It depends first upon the policies.