The Israel Brand narraTIves Book · The Israel Brand alliance is an action-oriented group of...
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THE ISRAEL BRAND NARRATIVES BOOK
Transcript of The Israel Brand narraTIves Book · The Israel Brand alliance is an action-oriented group of...
The Israel Brand narraTIves Book
The Israel Brand narraTIves Book
"Your work aT vIBe Israel, alongsIde oTher governmental and non-governmental organIzaTIons, showcases The BeauTIful aspecTs of Israel’s conTrIBuTIons, ITs dIverse socIeTY and rIch hIsTorY. The secreT of Israel’s charm Is noT jusT In IT BeIng a sTarT up naTIon, BuT fIrsT and foremosT In IT BeIng a people’s naTIon, a fascInaTIng human mosaIc ThaT connecTs BeTween InnovaTIon and TradITIons, easT and wesT. Thank You for all You are doIng To represenT us and help make The IsraelI experIence accessIBle To people around The world. conTInue Your Blessed work."President Reuven (Ruvi) Rivlin | February 20, 2019
Bound TogeTher BY TIme and place, makIng our mark In The world.
we are an opTImIsTIc naTIon of dreamers and doers
*
BrIngIng The Brand of Israel To lIfeWe envision a world where hundreds of millions of people view Israel positively and are inspired by its contributions and competitive advantages.
This vision cannot be achieved by one organization, one government ministry or one philanthropist alone. To be successful, we all need to be aligned around a common vision and share a consistent message about Israel in the world.
In this book, we present a powerful, engaging and relevant message about Israel, and show you how you can use it for your own advantage.
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GeTTInG STaRTed
ISRael BRand naRRaTIveS
CommunICaTIon GuIdelIneS
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how To use ThIs Book?
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discover the relatively new professional practice of Country Branding, why it’s so important, especially for a country like Israel, and how it’s done.
Country Branding requires know-how, and vibe Israel is here to provide you with guidance, training and resources to contribute to and support the Brand of Israel. for more InspIraTIon and pracTIcal advIce, please go To our weBsITe: vIBeIsrael.com
Review the Israel Brand narratives that have been developed through global research, local interviews and workshops and a strategic consulting process with Bloom Consulting, the leading country and city branding agency based in london and madrid.
Familiarize yourself with the Communications Guidelines for how bestto share Israel’s story with the world. Bring these guidelines to lifein your own work and take part in dramatically transforming global perceptions of Israel!
whaT IscounTrY BrandIng? People engage with places (countries, cities, regions) like they do with commercial products – they come across them by word of mouth, online recommendations, advertising, Tv shows and movies, marketing and public relations. They experience them for themselves through tourism, trade, culture, sport and much more.
Just like companies, products and people, places must manage their global reputation so that they are attractive and relevant to the needs and interests of their target audiences. To do this, significant efforts and resources are invested by cities and countries in order to develop a feeling, an emotion, and an accurate perception about the place.
Country branding is the art of ensuring that feeling, emotion or perception is the desired one. It is not a one-off marketing campaign, mega-event or single public policy; it is a never-ending effort to manage the country’s global reputation and share a consistent message about the country’s unique offering, ensuring that perceptions are aligned with reality.
“when I saY The name of The counTrY, whaT pops InTo Your mInd? The percepTIons, feelIngs and emoTIons ThaT one has whenever TheY hear The counTrY name. ThaT's counTrY BrandIng.” Jose Filipe Torres, Ceo, Bloom Consulting
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whY Is IT so ImporTanT?
a strong Brand protects in times of crisis, and for a country like Israel, public relations crises are unavoidable.
Finding what unites us and makes us proud of our country and people is the foundation of a strong, longlasting relationship between Israel and the Jewish diaspora.
Most countries engage in Country Branding efforts to boost their economy (typically through investment, exports and tourism) and to bolster national pride. For Israel, Country Branding has additional benefits:
sTakeholder engagemenTa country has many stakeholders; principally its public and private sectors, the third sector, and in Israel’s case, the Jewish diaspora and pro-Israel community. For a Country Branding effort to be successful, it is imperative that all stakeholders carry a common and consistent message about the country and take part in amplifying this message globally. To ensure this is the case, proactive efforts to engage the country’s stakeholders are vital.
projecTsThe Country Brand or perception is delivered through actions, activities and policies (such as events, conferences, Tv shows, movies, etc.). These actions, activities and policies, which can be carried out by any one of the stakeholders, need to reflect the country’s Brand Narratives and promote a consistent message about the Country Brand in the world.
how Is counTrY BrandIng achIeved?
dIgITal IdenTITYIn today’s virtual world, the country’s digital footprint must be actively managed. Any offline activity needs to have an online component, and the digital messaging should be consistent and reflect the Country Brand narratives, even down to the hashtag we all use when promoting the country.
markeTIngJust like commercial brands, the Country Brand needs targeting and strategic marketing and promotional efforts in order to bring the message to the specific audiences which have been identifed as most relevant for the country.
vIBeIsrael.comFor more information about the Israel Brand alliance, and how to join it, please go to:
The Israel Brand allIanceThe Israel Brand alliance is an action-oriented group of individuals, companies and organizations who are prepared to support and enable the Israel Country Brand and help make it a lasting success.
Through the Israel Brand alliance, vibe Israel empowers Israel’s stakeholders to carry the Israel Brand narratives presented in this book, which we have developed and corroborated through research and data, in their own work and communications.
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here are four BehavIors ThaT IllusTraTe who we reallY are:
The Israel Brand narratives illustrate the spirit of the Israeli people. When presenting Israel to the world, use the Israel Brand narratives within your own texts and expressions of Israel. You don’t have to use themword-for-word, but we encourage you to use them for inspiration in your thinking and communications material. Think of the four narratives, the attributes and examples we provide in this book when working on:
* ITInerarIes for delegaTIons vIsITIng Israel* gloBal evenTs In Israel or aBouT Israel aBroad* conferences In Israel or wITh IsraelIs aBroad* arTIcles aBouT Israel In The foreIgn medIa* speeches and presenTaTIons To InTernaTIonal audIences* InTervIews You gIve To medIa
"we value lIfe, lIve IT To The fullesT and are alwaYs lookIng for waYs To make lIfe BeTTer. we are happY and sponTaneous, and don’T Take ourselves Too serIouslY. In heBrew, “cheers” lITerallY means, “To lIfe”!
"we value lIfe, lIve IT To The full and are alwaYs lookIng for waYs To make lIfe BeTTer. we are happY and sponTaneous, and don’T Take ourselves Too serIouslY. In heBrew, “cheers” lITerallY means, “To lIfe”!
celeBraTInglIfe
we are
open-minded
posITIve
happY
sponTaneousopTImIsTIc
spIrITed
vIBranT
Israel is home to international life-saving initiatives such as Save a Child’s Heart and Israel Flying aid as well as maSHav, the Israeli government’s official international aid program
Israelis – secular or religious – celebrate their traditions and family ties through weekly Friday night dinners
Israelis love to party, and party hard! Israel's offering of night clubs, dance and music festivals, and clubbing scenes is one of the most diverse and energizing in the world
The Hebrew version of “cheers” literally means “to life!”, and for Israelis, every meal is a reason to get together, share stories and appreciate our community – at home, at work or in public
Israel Is one of The happIesT counTrIes In The world! (11th place in un’s World Happiness Report 2018)
"Israel Is an amazIng kaleIdoscope of dIfferenT colors, Backgrounds, TradITIons and relIgIons. our pasT, presenT and fuTure are fueled BY our culTural dIversITY and our shared desTInY. Israel Is full of conTrasTs, BuT somehow, we make IT work!
lIvIng TogeTher
"Israel Is an amazIng kaleIdoscope of dIfferenT colors, Backgrounds, TradITIons and relIgIons. our pasT, presenT and fuTure are fueled BY our culTural dIversITY and our shared desTInY. Israel Is full of conTrasTs, BuT somehow, we make IT work!
we are
warm
colorful
sharIng
mulTIculTural
carIng
communal
progressIve
Israel is the nation State of the Jewish People with Jews from over 70 different cultural origins, and 25% of Israelis are not Jewish (Christians, muslims, Baha’i, druze etc.)
Israel is often referred to as the Holy Land, yet only 32% of Israeli Jews and 52% of Israeli non-Jews define themselves as religious
Tel aviv's Gay Pride parade is one of the biggest annual lGBTQ festivals in the world
Israeli food mixes the old and the new, east and West, traditional and innovative – there’s something for everyone
In Israel, over 100 culTures and TradITIons Blend TogeTher InTo a vIBranT socIeTY!
"we welcome a good challenge. we are Brave and Bold, wIllIng To Take rIsks and lIke To ImprovIse and creaTe. our moTTo Is: “sTarT as fasT as You can and Then, slowlY, go fasTer!”
geTTIng ThIngs done
"we welcome a good challenge. we are Brave and Bold, wIllIng To Take rIsks and lIke To ImprovIse and creaTe. our moTTo Is: “sTarT as fasT as You can and Then, slowlY, go fasTer!”
we are
persIsTenT
resourceful
proBlem solvers
creaTIve
InnovaTIve
energeTIc
dYnamIc
In Israel, scarcity is not a problem, it’s a challenge: with limited fresh water, Israel has become a global leader in water technologies and solutions, which it shares with the rest of the world
Israel is the country of informal education and junkyard playgrounds
Israel provides fertile ground for bottom-up, social initiatives like Tikun Olam Makers, communities that come together to create affordable, everyday solutions for people with disabilities; and mamanet, a social sports league for mothers with teams all over the world
Israel is one of the countries with the most networking and meetup events in the world - our motto is: your success is my success!
In Israel, You are encouraged To challenge convenTIon, and “chuTzpah” Is perceIved as a necessarY characTer TraIT for makIng ThIngs happen
"we are Thousands of Years old BuT earlY adopTers of “The new”, alwaYs forecasTIng and adapTIng To changes in trends and behaviors. We bring our out-of-the-box ThInkIng and enTrepreneurshIp To all walks of lIfe. Israel Is a laBoraTorY for experImenTaTIon and we’re alwaYs ThInkIng of waYs To BuIld a BeTTer fuTure and make lIfe easIer!
movIng forward
"we are Thousands of Years old BuT earlY adopTers of “The new”, alwaYs forecasTIng and adapTIng To changes in trends and behaviors. We bring our out-of-the-box ThInkIng and enTrepreneurshIp To all walks of lIfe. Israel Is a laBoraTorY for experImenTaTIon and we’re alwaYs ThInkIng of waYs To BuIld a BeTTer fuTure and make lIfe easIer!
we are
resIlIenT
enTrepreneurIal
earlY adopTers
pIoneerIng
risK-taKing
Israel has the highest concentration of multinational R&d departments in the world ohad naharin, one of the most celebrated choreographers in the world and director of the Batsheva dance Company, invented a brand new dance movement and pedagogy called "Gaga" which includes educational tracks taught in Israel and other countries
Israel promotes the adaptation of technologies from one field to the other. For instance, Israel is becoming one of the global leaders in FashTech - the blending of technologies with fashion
Israel is home to the highest number of vegans per capita in the world
(Project Watergen, Israeli Company)
IsraelIs have Been aBle To Turn aIr InTo waTer!
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auThenTIcITY rulesThere is nothing people appreciate more than transparency and authenticity.This is especially true of young people. Israel is not perfect, and cannot be presented as such, because authenticity is easily identifed, and a lack of authenticity is even more obvious. Show Israel as you know it to be true, and not as you want it to be true; that may come given time and effort.
undersTand Your audIence’s needsThe first and most important question you must ask yourself when setting out to develop a project, publication or experience that successfully showcases Israel’s strengths and benefits, is “What does my audience want to do, know or hear?”. all too many times, we ask ourselves “What do I want from my audience?” instead. By thinking of their needs rather than yours, you will find the Brand Narratives that are most relevant to highlight. This represents the sweet spot of engagement, which will not only leverage the Brand of Israel, but also create a much stronger impact for your own product sales, services, marketing and communications.
consIsTencY Is Queen“Content is King”: everybody says it, almost everybody lives by it. But not everyone is consistent about it, and “Consistency is Queen”. If, whenever someone engages with Israel, they are presented with a consistent set of Brand narratives, that’s when the Country Brand will start resonating and will become a reality.
experIence vs. facTsWhen communicating Israel, we tend to use many facts and texts. Yet, the best way to gain knowledge about something is to experience it for yourself. Find ways to weave actual experiences into your projects, and leave the facts, figures and charts for presentations and emails.
focus on communITIesnot every story or communication about Israel is going to interest everyone, either in the country, the diaspora or elsewhere in the world. This is because people tend to be tribal; they are drawn to what interests them and are disinterested in generalized messages. The most effective way to get your message about Israel across is to choose a strong community that is very interested in the subject-matter of your project and engage with them through their platforms of communication. The internet has made this task far easier: there are online platforms for every community, all you need to do is Google them.
sTorYTellIng Is The oldesT form of educaTIonmaya angelou said, “I’ve learned that people will forget what you said, forget what you did, but they will never forget how you made them feel”. That’s the power of storytelling, and Israel has endless inspiring stories to tell. To leverage the Israel Brand narratives to their fullest extent, infuse them into stories of real Israelis doing real things and impacting real lives, in Israel and around the world.
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"Israel To The world Is off-broadWay to broadWay, where all The new Ideas are TesTed, good and Bad, and The ones ThaT workspread ouT To The resT of The world."
"everYThIng happenIng here Is an experImenT; TakIng people who have come from 170 counTrIes, ThaT don'T Talk The same language or have The same menTalITY, and connecTIng all of Them To one cause - in the end We creaTed someThIng new here"
"mosT IsraelIs InTuITIvelY BelIeve ThaT TheY have The aBIlITY and The TalenT To do someThIng ThaT wIll affecT The whole world. I ThInk ThaT acTuallY mosT of Them are wrong, TheY don’T, BuT TheY keep TrYIng and when You keep TrYIng someThIng happens."
greaT sTorIes happen To Those who can Tell Them.
copYrIghT vIBe Israel © 2019 naTIon Brand sTraTegY: BLOOM CONsuLTINg - BLOOM-CONsuLTINg.COM phoTographY: Or KApLAN / sHANI sAdICArIO / AMIr MeNAHeM / KIrA KLeTsKy / rAvId perry / reuBeN sHAuL / LIyA geLdMAN / AMIT sHeMesH / gAyA sAAdON / NIr sLAKMAN graphIc desIgn: sArIT vArdI - CHOTTA.COM
Ira Glas
