{"id":1449,"date":"2020-01-07T16:11:49","date_gmt":"2020-01-07T16:11:49","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=1449"},"modified":"2025-09-05T07:38:27","modified_gmt":"2025-09-05T07:38:27","slug":"israel-when-an-independent-entity-decides-to-create-a-country-brand","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/israel-when-an-independent-entity-decides-to-create-a-country-brand\/","title":{"rendered":"Israel: When an independent entity decides to create a Country Brand"},"content":{"rendered":"\n

A modern Nation with History <\/strong>(Background<\/em>)<\/p>\n\n\n\n

Located in the Middle East and on the Mediterranean\ncoast, Israel borders Syria, Lebanon, Jordan and Egypt. This small Country presents\na relatively diverse topography, consisting of a long coastal plain with\nhighlands to the north and desert to the south. As a result of it, the Country\nfaces a very distinct climates over a year: a very cold and rainy winter\nbetween October and April and a very dry and hot summer between May and\nSeptember.<\/p>\n\n\n\n

Although Israel presents high diversity in flora and\nfauna, the rural population amounts only to less than 10% of the Country\u2019s\npopulation, with the vast majority, both Jewish and Arab, living in urban\nareas, as it is where the economy, industry and services has been growing.<\/p>\n\n\n\n

However, Israel’s main feature is that it is the only\nmodern Jewish nation in the world, with the population of more than 8 million,\nwith the majority being Jewish.<\/p>\n\n\n\n

It should be stressed, though, that the region within\nIsrael\u2019s borders has a long and rich history dating back to pre-biblical times.\nThe little that has been known about Israel’s ancient history comes from the\nHebrew Bible, which recognizes Abraham as the father of Islam and Judaism. More\nimportantly, the word Israel originates from his grandson Jacob, who, according\nto the Bible, was renamed “Israel” by the Hebrew God.<\/p>\n\n\n\n

During the twentieth century there were numerous disputes\nover the territory in the region following the declaration of Israel’s\nindependence from Britain. The plan to divide Palestine into a Jewish and Arab\nstate marked the commencement of the Israeli-Arab conflict, however, Israel managed\nto sign peace treaties with several neighboring Arabic states.<\/p>\n\n\n\n

From ignorance\/lack of knowledge to strategy <\/strong>(Challenge<\/em>) <\/strong><\/p>\n\n\n\n

\"\"
Joanna Landau and President Reuven Rivlin at the launch of the Vibe Israel Initiative.<\/em><\/figcaption><\/figure>\n\n\n\n

Despite its history, there seems to be a considerable\nlack of knowledge about Israel. Only few are able to name Israel’s attributes\nand what the Country has and does best. It is something particularly noticeable\namong the youngest generations.<\/p>\n\n\n\n

\u201cI knew that Israel, the Country I know well, where I\nlive and that I love, was not perceived around the world in a proper way.\nEveryone just wants to talk about the Israeli-Palestinian conflict, and\nalthough it is an important issue, no one seemed to be talking enough about who\nwe are instead of saying who we are not\u201d says Joanna Landau, the CEO and\nfounder of Vibe Israel.<\/p>\n\n\n\n

The global ignorance of this diverse society with its\nrich history is the reason why Vibe Israel, a non-profit organization created\nto work on Israel’s image, contacted Bloom Consulting to develop a Country\nBrand strategy. This initiative has become a challenge for all the entities\ninvolved in the project as it involves an independent structure management of the\nlargest asset in the Country: its brand!<\/p>\n\n\n\n

The goal: to find the common ground that represents the Country.<\/p>\n\n\n\n

Bringing the Israel Country Brand to Life <\/strong>(Strategy<\/em>)<\/p>\n\n\n\n

To commence with, it\nwas necessary to analyze Israel’s overall reputation as well as to define its\nbenchmark and priority markets. Bloom Consulting followed the same methodology\nas always, dividing the process into three phases. What should be strongly\nemphasized at this point, is that Vibe Israel is not a governmental\ninstitution, yet, it put forward a brilliant initiative, thus, commencing a new\ntrend in Place Branding \u2013 Country Brand management taken care of by independent\ninstitutions.<\/p>\n\n\n\n

The first phase<\/strong> of the process\ninvolved a thorough analysis of the Country’s current situation and\nunderstanding the perceptions through research conducted in twelve target\nmarkets around the world, in order to assess Israel\u2019s Country Brand performance\nin the real and digital worlds.<\/p>\n\n\n\n

Basing on surveys and\ninterviews, we concluded that in terms of the Country\u2019s visibility in the world,\nthe positive perception has not yet been generated, however, it would\nfrequently change after having visited the Country. Visitors claim that they\ndid not experience what the media usually convey in relation to Israel. In\nfact, tourism and willingness to visit a Country are always good indicators of\nhow people feel about the place.<\/p>\n\n\n\n

According to the above-mentioned\nstudies, 64% of gathered insight was associated with non-conflict aspects, even\namongst people who had never been to the Country. Jos\u00e9 Filipe Torres, the Bloom\nConsulting CEO who was directly involved in the Country Brand strategy creation\nproject, adds: \u201cIf we removed the conflict, the perception would be that of\nreligion!\u201d.<\/p>\n\n\n\n

As one of the Israeli stakeholders said in one of the interviews, “Israel is respected but not loved.” This is precisely the issue that needs to change and only a well-structured Country Brand strategy can do that.<\/p>\n\n\n\n

\"\"
Generation Z and Millennials are the strategy’s target audiences<\/em><\/figcaption><\/figure>\n\n\n\n

After conducting\nin-depth research basing on various quantitative and qualitative data sets, the\ntarget audience’s perceptions were explored: Millennials<\/strong> or Generation Y<\/strong>\n(born in the early 1980s) and Generation\nZ<\/strong> (born approximately between 1995 and 2010).<\/p>\n\n\n\n

Following the research findings and recommendations, in the second phase<\/strong> of the process, Bloom Consulting, in partnership with Vibe Israel, organized several innovation workshops in Tel Aviv and New York. Together with all the involved stakeholders, using a particular methodology aiming to decide what the Country actually represents, we defined the Central Idea that would help to change the Country Brand.<\/p>\n\n\n\n

\"\"
Jos\u00e9 Filipe Torres, CEO of Bloom Consulting, at a Tel Aviv Innovation Workshop<\/em><\/figcaption><\/figure>\n\n\n\n

The Central Idea \u2013 the\nsentiment that a Country Brand desires to convey through a secret, unspoken\nword, was thus further developed by Bloom Consulting in brand behaviors,\nnarratives and examples that illustrate the spirit of the Israeli people.<\/p>\n\n\n\n

The four behaviors that represent best the Israeli culture that are present in the country\u2019s culture and mentality of its people are as follows: Celebrating Life<\/strong>, Living Together<\/strong>, Getting Things Done<\/strong>, and Moving Forward<\/strong>. Both Central Idea and behaviors are now aligned with all actions, measures and policies of Israel\u2019s Country Brand.<\/p>\n\n\n\n

The first behavior is Celebrating Life<\/strong>. This behavior reflects\nin valuing life, living it to the fullest, and showing eagerness to keep\nimproving it. The Israeli people consider themselves happy and spontaneous, and\nas such, not taking themselves very seriously.<\/p>\n\n\n\n

Their motto is to be\nwitty, vibrant, spontaneous, open-minded, optimistic, positive and cheerful. In\nfact, in Hebrew “Cheers” (in Hebrew: L’chaim, or \u05dc\u05b0\u05d7\u05b7\u05d9\u05b7\u05d9\u05b4\u05bc\u05d9\u05dd) translates directly\nas “To life!”.<\/p>\n\n\n\n

Among the examples demonstrating this attitude in practice, Israel\u2019s 11th<\/sup> position in the 2018 UN World Happiness Report<\/a> should be mentioned. Moreover, it hosts several international life-saving initiatives such as Save a Child’s Heart, Israeli Flying Aid and MASHAV, the government’s official international aid program. Furthermore, Israeli people cultivate family traditions and bonds at weekly Friday dinner parties. Last but not least, the Country offers to its people the lively nightlife offering a great diversity of music.<\/p>\n\n\n\n

\"\"
Living Together is another Country Brand’s emotional attribute<\/em><\/figcaption><\/figure>\n\n\n\n

Another feature of Israeli culture is the importance of Living Together<\/strong>. Israel represents and\nconsists of various cultural backgrounds, colors, traditions and religions. Its\nhistory and future are fueled by cultural diversity as well as a common\ndestiny. It is a working contrast. It comes down to being multicultural, having\na sense of community and sharing, about being progressive, warm, colorful and\ncaring.<\/p>\n\n\n\n

This concept is well illustrated by a statement from its Brand Book:\n“Everything that happens in here is the experience; receiving people from\n170 Countries who do not speak the same language and do not have the mindset in\ncommon, and connect them all for one reason \u2013 to create something from\nscratch\u201d.<\/p>\n\n\n\n

In order to better understand the issue, let us look at the numbers. Israel\nis the nation-state for the Jewish people and as such it comprises of over 70\ndifferent cultures of origin, with 25% of Israelis not being Jewish, but\nrepresenting Christians, Muslims, Baha’i, Druze, etc.<\/p>\n\n\n\n

Whilst Israel is often referred to as the Holy Land, only 32% of Israeli\nJews and 52% of non-Jews define themselves as religious. In addition, the Tel\nAviv Gay Pride Parade is one of the largest annual LGBTQ + gatherings in the\nworld.<\/p>\n\n\n\n

Finally, this melting pot of cultures is particularly present in Israeli\u2019s gastronomy, where the old and the new, oriental and occidental, traditional and innovative blend.<\/p>\n\n\n\n

\"\"
Getting Things Done is a Practical Attribute of the Israel Country Brand<\/em><\/figcaption><\/figure>\n\n\n\n

It is crucial to be innovative, energetic, dynamic, creative, persistent,\nefficient and capable of problem solving. Getting Things Done<\/strong>. In other\nwords, “Most Israelites intuitively believe they have the ability and\ntalent to do something that will affect the whole world. Even when they are\ntold they are wrong, they will keep trying until something happens” (Brand\nBook).<\/p>\n\n\n\n

For example, the Hebrew word ‘Chutzpah’ (\u05d7\u05d5\u05e6\u05e4\u05d4) means audacity and is considered an\nessential feature to get things done \u2013 Israeli people are encouraged to challenge\nthe conventional. They do not see scarcity as a problem, rather as a challenge.<\/p>\n\n\n\n

To illustrate the latter, let us say that Israel has one of the best water recycling systems in the world that allowed it to overcome the problem of droughts and other water related issues. Israel is also a place that promotes many social initiatives involving community input, such as Tikun Olam Makers \u2013 an initiative that encourages communities to come together and create affordable everyday solutions for people with disabilities. Israel also hosts many networking events and gatherings.<\/p>\n\n\n\n

\"\"
Moving Forward is a practical attribute of the Israel Country Brand<\/em><\/figcaption><\/figure>\n\n\n\n

Finally, the desired behavior of the project Moving\nForward<\/strong>. Despite being thousands of years old, Israel is very good at\npredicting and adapting to new trends and behaviors. It is all about thinking\noutside the box and entrepreneurship \u2013 Israel is “a laboratory for\nexperimentation”. The latter behavior is reinforced by the following\nobjectives: risk taking, pioneering, early adoption, being an entrepreneur and\nresilience.<\/p>\n\n\n\n

It is worth pointing out that Israel has one of the\nlargest concentrations of multinational research and development departments in\nthe world and encourages the adaptation of technologies from one field to\nanother. An excellent example illustrating it is Israel\u2019s performance at\nFashTech \u2013 a mix of technology and fashion. Another modern trend observed in\nIsrael is indicated by the largest number of vegans per capita in the world.<\/p>\n\n\n\n

Another example of how\nentrepreneurial and progressive Israel is, are the special facilities referred\nto as the “junk playgrounds”. These are playgrounds full of abandoned\nmaterials and objects (junk) where children can get creative, with total\nfreedom to create whatever they wish. There are no rules imposed by adults, concurrently\nthe approach towards responsibility is rather unconventional (they are more\nattentive than in traditional playgrounds). Children can use different tools\nsuch as saws, nails or hammers in order to deconstruct or reconstruct whatever\nthey want, with the help of their educators, however, the children are the ones\nwho set up the tasks! <\/p>\n\n\n\n

Having the Central Idea and its expected behaviors\nidentified, we move on to the third phase<\/strong>: planning. This step involves\nbrand activation, for which more than twenty projects, actions, activities and\npolicies have been created, all aligned with the strategy.<\/p>\n\n\n\n

\u201cPolicies are very important in building up a reputation and perception, as well as Digital Identity and stakeholders\u2019 engagement\u201d, says Malcolm Allan, the president of Bloom Consulting, also responsible for the Israel Country Brand project. \u201cThe consistency, coherence and resilience of these dimensions, together with marketing (the last element in Place Branding), is what builds the Central Idea and its implementation\u201d, he concludes.<\/p>\n\n\n\n

\"\"
Vibe Israel Academy at the launching event of the Vibe Israel Initiative, attended by President of Israel Reuven Rivlin (in the center of the photo)<\/em><\/figcaption><\/figure>\n\n\n\n

One of the key projects within the strategy is the Vibe Israel Academy<\/strong>, an educational\nplatform that aims to provide Israeli stakeholders with storytelling tools and\ntechniques, allowing everyone to speak with one voice about Israel and sharing the\ncommon idea.<\/p>\n\n\n\n

The word is spreading <\/strong>(Results<\/em>)<\/p>\n\n\n\n

\"\"
\u201cIt’s a project of passion, there’s no other way of doing it,\u201d says Joanna Landau, CEO of Vibe Israel.<\/em><\/figcaption><\/figure>\n\n\n\n

Bloom Consulting together with Vibe Israel and Israeli stakeholders have designed 22 projects and initiatives for the strategy of this new Country Brand. It is incredible that this initiative occurred as a result of the decision of a private, non-profit, non-governmentally funded organization that decided to take action in the absence of a strategy for their Country.<\/p>\n\n\n\n

As Joanna Landau recalls: “I have met many people\nlike me who have been trying to do something similar, who felt that something\nshould happen, that their governments were not doing it but they wanted to do\nit themselves.” She continues: “We have been doing it for ten years\nnow, yet we are still at the beginning of the journey, it is a project of\npassion, there is no other way of doing it.”<\/p>\n\n\n\n

The CEO of Vibe Israel knew since the beginning that she\nwould get many refusals, from investment through partnerships to collaboration,\nbut she never gave up, embracing the whole agility and enthusiasm that her organization\nbrings her, and thought at national level. <\/p>\n\n\n\n

She says that \u201cdoing nothing was simply not an option\u201d\nand the truth is that although the project is still ongoing and thus it is too\nearly to draw the conclusions and predict the final results, we already see the\nevolution of the Country Brand.<\/p>\n\n\n\n

Since 2013, Israel has been gradually improving on the Bloom Consulting Country Brand Ranking\u00a9<\/a><\/strong>. In terms of Tourism, Israel\u2019s Country Brand has improved from 16th place in the Asian continent to 13th position in the 2019\/2020 edition, upgrading its CBS Rating to the second-best category (AA).<\/p>\n\n\n\n

In terms of Trade, Israel has had a sustainable\nperformance in the table of the most attractive Country Brands for Foreign Direct\nInvestment (FDI), currently being among the Top 10 brands in Asia, thanks to a\npositive performance of various ranking variables.<\/p>\n\n\n\n

When it comes to the Digital Country Index \u00a9 2017<\/a><\/strong>, Israel is the 34th country in the world that generates the most active search engine searches, simultaneously taking the 10th position among the Asian Nations. In terms of exports Israel is at 26th<\/sup> position and ranks among the Top 25 globally as the most prominent Countries.<\/p>\n\n\n\n

This evolution proves that the path currently being\nfollowed by Israel is the right one, with success written into the future of\nthis new Country Brand.<\/p>\n\n\n\n

By continually exposing and emphasizing the most positive\ntraits of Israel, a happy and proactive Nation, the word will spread throughout\nthe world and its reputation will be established. As a result, its rich\nculture, people, skills and achievements will be the first topics the world\nwill think of when mentioning Israel.<\/p>\n\n\n\n

Learn more about Israel’s Case Study soon at the Bloom Consulting website<\/strong><\/a><\/p>\n\n\n\n

\u201cWe talked to a number of companies, we were looking for a consultant with whom it was fun and enjoyable to work with, who was available, who was there when we needed it, who would help us not only with research and strategy, which most do, but that also would help us with the implementation and Bloom Consulting was the only one able to put it all together.<\/em> \u201d<\/p>\n\n\n\n

Joanna Landau, Founder & CEO, Vibe Israel<\/strong><\/p>\n\n\n\n

\n\n\n\n

Published on 26.02.2020.<\/p>\n","protected":false},"excerpt":{"rendered":"

A modern Nation with History (Background) Located in the Middle East and on the Mediterranean coast, Israel borders Syria, Lebanon, Jordan and Egypt. This small Country presents a relatively diverse topography, consisting of a long coastal plain with highlands to the north and desert to the south. As a result of it, the Country faces […]<\/p>\n","protected":false},"author":3,"featured_media":1578,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[146,77],"tags":[173,174,136,138,248,148,144,139],"class_list":{"0":"post-1449","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-highlights","8":"category-places","9":"tag-bloom-consulting-2","10":"tag-countries","11":"tag-country-branding-2","12":"tag-digital-country-2","13":"tag-highlight","14":"tag-israel","15":"tag-nation-branding","16":"tag-place-branding-2"},"yoast_head":"\nIsrael: When an independent entity decides to create a Country Brand - Bloom Consulting<\/title>\n<meta name=\"description\" content=\"Vibe Israel, a non-profit organization created to work on Israel\u2019s image, contacted Bloom Consulting to develop a Country Brand strategy.\" 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