Image Strategy: Does Israel Need Humanizing?

Brand is not a concept limited to consumer packed goods anymore-- celebrities, organizations, corporations, and countries too are alive to the power of a well managed brand. As they are of a poorly managed one.

Israel is a great example of a poorly managed brand.

" A survey published by the EU in October 2003 revealed that 59% of Europeans believe that Israel constitutes a bigger threat to world peace than North Korea, Iran or Afghanistan. This negative image has a damaging impact on Israel's business activity in the EU. "

(Quoting Emmanuel Navon from http://www.israel21c.org/)



























Granted that Israel's brand has not been neutral in Europe as a matter of history. However, as a country actively involved in acts that attract a lot of attention, often controversy, Israel needs active image management if ever an entity did. The more so because in the modern world, where regional contentions get globalized pronto, Israel depends more on world opinion than it would've when Golan heights were annexed. As do the often hapless Arabian bystanders.

My stand on Israel is very similar to my stand on complex social-ethical issues-- I refuse to succumb to simplistic sound bites. An Arab would be pleased to hear that I regret the actions Israel must take to defend itself, but she will be disappointed that I can't condemn Israel unequivocally. Likewise, I am pained at the tragic suffering of our Arab brethren-- I am not an Arab, nor a Muslim. However, who will not be to see such undeserved tragedy?

I believe that most thinking folk are similarly tortured by the realities in the Middle East.

In this backdrop, I wonder if Israel can not help its image by active image-management? Where are the Op-Eds, talk show participants, and even commercials?

Business, too, suffers negative social image very often-- Ikea did after child labor was exposed in its supply chain. In TN a power-company blew it when they caused widespread fly-ash contamination. Union Carbide never did recover from the notoriety of Bhopal. Coke in India was suspected of supplying contaminated drinks-- almost without proof.

It is in defending against social stigma that countries (Israel, Pakistan) and Corporations seem to perform equally poorly.

The problem, I think, is the unwillingness to highlight the good they do in the fear of providing a context to their mistakes.

In this, as in so much more, I think Gandhi set a great example for us. Manchester was the textile capital of the British Empire when Gandhi organized a successful boycott of all foreign textiles. This caused the loss of business to the the mills in Manchester. Even so, not only did Gandhi travel to Manchester, he won genuine local affection there. Why? He respected the contrary point of view, recognized the damage done by his action, and explained the reason behind it.

Now, some of the mistakes that Israel or Ikea make cannot be explained away. However, every company and corporation does a lot more good than it does bad. It is not good intentions or positive results that are wanting, it is an active communication of them.

Brand management is more than advertisements and infomercials. Brand management is more than promotion. Band management is sometimes as basic as the humanizing of an entity.

Which is where Israel has failed. I realize that Israel needs to do a lot more than just talk its good-intentions. However, that doesn't justfy NOT communicating its own constraints and compulsions. Israel needs humanizing-- in word and action.

Do you agree?

(Disclaimer: I DO NOT support every, or even a preponderance of things Israel does. However, I do believe that Pakistan, whose policies I oppose, and Israel, as well as other countries, and even more numerous corporations, fail to humanize their successes and failings. This writeup is about saying "sorry" as much as it is about saying "see how great we are.") Sphere: Related Content