VIBE Israel, a non-profit NGO composed by people who share the common goal of developing the Israel Nation Brand and projecting its image around the world, commissioned Bloom Consulting to conduct research and develop a strategy for the Israel Country Brand. What made this project different was precisely the fact that Bloom Consulting was not contacted by the Israeli government, but by an independent entity.
Although it is frequently in the international news, most people don't know much more about the Country than what is in the press. The main challenge of this project was then to move from the current negative associations of the Israeli-Palestinian conflict, to a more positive general perception based on the secular, multicultural, resilient and optimistic society of dreamers and filmmakers in Israel.
Thus, the new Country Brand of Israel aims to redefine its brand and make it more attractive to the younger generations (Gen Zers and Millennials), including the young Jews born and living abroad, with the project's focus on the themes of Reputation, Talent, and Tourism.
The quantitative and qualitative research covered the three areas mentioned (Reputation, Talent, and Tourism), which means that there was an enormous amount of data, allowing several possibilities of paths for the development of the Country Brand Israel. This Country Brand project is focused on people, behaviors, lifestyle and culture of Israel.
To change the current international perception of the new strategy for Israel, Bloom Consulting has developed a comprehensive brand activation plan with over twenty projects to engage Israel's stakeholders. To manage, support and ensure the implementation of the strategy, Bloom Consulting has conceptualised and developed an ideal brand management structure for this project - including a dedicated team with individual responsibilities.
This project was completed by 2018 and launched in 2019.
