1. Israel in the World what does it mean to brand a country? Can a branding program really work? What does branding have to do with advocacy? ((ISRAEL AMPLIFIED)) Keynote 8/9/2009
2. Your Next Three Days I was exhausted just looking at it… Baseball, anyone? A valedictory given as lessons learned A once “New Paradigm” which has become the norm K.I.S.S. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009
3. Your Next Forty Five Minutes Basic branding concepts Israel’s brand Israel’s nation-branding program Unveiling W.I.C.K.E.T.S. – a time and place for everything The limits of traditional advocacy The key to successful communications, period. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009
4. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009 I say: I say: I say: Branding 101 You think: Dependable, basic transport You think: Uber luxury and expensive You think:
5. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009 Young & Rubicam says: “A brand is a set of differentiating promises that link an entity to its publics.” The brand sets expectations: Provides confidence Generates interest Builds loyalty A Brand is the Sum Total of All Experiences and Perceptions The good and the bad The real and the “projected” The truth and the image Branding 201
6. Branding K.I.S.S. A brand then, is a promise A good brand is a promise kept A good brand has enormous value… Value which is quantifiable and monetizable ((ISRAEL AMPLIFIED)) Keynote 8/9/2009
7. Branding K.I.S.S. Brands can be managed proactively and are often vigorously defended… ((ISRAEL AMPLIFIED)) Keynote 8/9/2009
8. Branding K.I.S.S. Or, a brand may be unmanaged or, even worse, managed by someone else… It’s better to manage your own brand ((ISRAEL AMPLIFIED)) Keynote 8/9/2009
9. Enter Place Branding A new and growing marketing discipline with academic, economic and diplomatic elements The anti-Borat Basic goals: Basic objectives are usually economic Encourage trade Acceptance of products Advance tourism Cultural and academic exchanges Public diplomacy But… Public opinion abroad ((ISRAEL AMPLIFIED)) Keynote 8/9/2009
11. New York’s Brand Essence It’s the “Big Apple” The apple is both wholesome and, in biblical terms, tempting and dangerous The New York experience is a bit of both ((ISRAEL AMPLIFIED)) Keynote 8/9/2009
12. Las Vegas’Brand Essence It’s “Sin City” What “Happens here, stays here,” suggests that what happens there is either what shouldn’t be done or can’t be talked about The strategy to make Las Vegas a family attraction was a branding bomb ((ISRAEL AMPLIFIED)) Keynote 8/9/2009
14. Tel Aviv’s Brand Essence It’s non-stop: non-stop socializing, non-stop business, non-stop networking, non-stop nightlife Tel Aviv promises to be Brazil and New York and Las Vegas in its own ways but with it’s own stamp and style Currently celebrating its Centennial, Tel Aviv is building its identity on the energy it generates and the diversity that feeds it ((ISRAEL AMPLIFIED)) Keynote 8/9/2009
15. Branding 301 If a brand is a promise, it also must be based on reality… Salt Lake City can’t be “Sin City” just like Las Vegas can’t be middle America… And those who live the brand have to believe in the brand… Those who create the brand must believe in the brand and be the brand’s champions ((ISRAEL AMPLIFIED)) Keynote 8/9/2009 “I hate New York”
16. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009 Israel’s Brand in America Research: Quantitative and Qualitative Brand Israel Group - Focus Groups (Qualitative) Americans see Israel through two narrow lenses Religiosity Conflict
18. Israel’s Brand in America Research: Qualitative Brand Israel Group - Focus Groups Americans don’t even see the most simple and elementary aspects of the reality of Israeli life and society; they don’t see that it is: Secular Diverse Modern Food Green Houses “Normalcy” They don’t see life in Israel as being anything like life in America ((ISRAEL AMPLIFIED)) Keynote 8/9/2009
19. Israel’s Brand in America Research: Qualitative Brand Israel Group - Focus Groups Instead, they see an Israel that is: Militaristic, Under Siege Ultra-Orthodox, Rigid, Stern Alien, Other Male-Dominated, Women Subservient Unwelcoming, Unfriendly, Uncomfortable Dangerous, Anxious, Suspicious, Not Fun Barren ((ISRAEL AMPLIFIED)) Keynote 8/9/2009
20. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009 Israel’s Brand in America Research: Qualitative Brand Israel Group - Focus Groups (Qualitative) Here’s what they recommend, the addition of one more lens: Show Americans who Israelis are… how they live, what they do, who they are and how much they have in common with Americans Human-ness
21. Israel’s Brand in America Research: Quantitative Young & Rubicam’s BAV Study Long term longitudinal survey of hundreds of thousands of Americans Proprietary so that clients will benefit Israel added in 2004 9,000 surveys per quarter; 45 minutes per survey Remarkable resource that confirms, in its way, the results of the Brand Israel Group’s qualitative research ((ISRAEL AMPLIFIED)) Keynote 8/9/2009
22. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009 Knowledge An intimate understanding of the brand Esteem How well regarded the brand is Relevance How meaningful the brand is to you Differentiation The brand’s point of difference Israel’s Brand in America
23. Israel’s Brand in America Brand Pillars Combine Into Strength and Stature ((ISRAEL AMPLIFIED)) Keynote 8/9/2009 Knowledge Esteem Relevance Differentiation Relevance Brand Strength Brand Stature Brand Value
24. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009 100 80 60 Percentile Rank 40 20 0 Differentiation Relevance Esteem Knowledge Israel’s Brand in America Israel’s Strength in the Four Pillars Israel 0 0 20 40 60 80 100 Brand Stature
25. France 100 80 60 Percentile Rank 40 20 0 Differentiation Relevance Esteem Knowledge Israel’s Brand in America 100 United States 100 Italy Differentiation is high for all 60 Russia United Kingdom 40 Israel 20 80 80 Germany Spain e Russia Spain France Switzerland 100 100 Holland 80 80 60 60 Percentile Rank Percentile Rank 40 60 40 20 20 0 0 Differentiation Relevance Esteem Knowledge Differentiation Relevance Esteem Knowledge Brand Strength United Kingdom 100 80 40 60 Percentile Rank 40 20 0 Differentiation Relevance Esteem Knowledge 2003Q4 USA Italy Switzerland 2004Q1 USA 20 Differentiation 0 60 Percentile Rank 80 100 40 20 0 Relevance Esteem 0 0 20 40 60 80 100 Courtesy of Young & Rubicam Brands Brand Stature Base: BAV USA Total Adults
26. The Essence Of Brand Israel Comes From Its Heritage: Hospitality, One Of A Kind, Charismatic Reputation 100 80 Charismatic Inventor/Cutting Edge 60 40 20 0 One of a Kind High Society Bon Vivant Hospitality Israel United States Base: BAV USA Total Adults 2004 FQ
27. Israel’s Brand in America Research: Quantitative Major Conclusions: Israel’s brand is constrained because Israel is better known than liked and Americans don’t see Israel as relevant to their lives To correct this, Israel must use the technological, medical, cultural and achievements of Israelis to get American’s attention and show them that Israel is relevant to their lives Showing Israel’s diversity and secularism is the clearest route to showing Americans that Israel is like America Tend the brand: Don’t allow Israel to be “Borat-ed” ((ISRAEL AMPLIFIED)) Keynote 8/9/2009
31. Israel’s Nation Branding Program Presentation in December 2002 was the impetus Effort began in in 2004 to change the status quo Branding program began with session in October 2006 Group of Israel’s best brainstormed with others from abroad ((ISRAEL AMPLIFIED)) Keynote 8/9/2009
32. Israel’s Nation Branding Program Three concepts developed: Refined and turned into short films ((ISRAEL AMPLIFIED)) Keynote 8/9/2009
33. Israel’s Nation Branding Program Refining process began with research among Israelis A total of 1,200 Israelis 18 and over in age Six “tribes” were tested Ultra Orthodox Religious Traditional Secular New Immigrants Arabs Unique effort to get Israelis to agree on who they were as a people—to build consensus on brand they can support ((ISRAEL AMPLIFIED)) Keynote 8/9/2009
34. Israel’s Nation Branding Program The refined concepts and controls have been tested by international research Complicated process: 3 concept films, one control film, one traditional Hasbara film 9verbal concepts—written descriptions of Israeli outlook and values Thirteen Countries plus Israel targeted America: USA, Canada, Mexico Europe: U.K., Germany, France, Italy, Spain Russia, Poland Asia: India, Japan, Tokyo 5215 participants, higher education and income ((ISRAEL AMPLIFIED)) Keynote 8/9/2009
35. Israel’s Nation Branding Program Each concept had a video: Passion: “Israel: A Small Country, Big Heart” Ingenuity: “From Creation to Creativity” Fusion: “A land of Extraordinary Combinations” There was a “control” that combined them Control: “Israel: Great Things are Happening Here” There was a film that followed traditional Hasbara Israel: “An Ancient Land-Pioneering Spirit” Nine verbal concepts and values were included Family, Grace, Justice, Tolerance, Hope, Diversity, Learning, Can-do Will-d0, Challenging frontiers together 5120 Studies conducted from November 20th to December 17th 2008 ((ISRAEL AMPLIFIED)) Keynote 8/9/2009
36. Israel’s Nation Branding Program ((ISRAEL AMPLIFIED)) Keynote 8/9/2009 From Creation to Creativity
38. Israel’s Nation Branding Program ((ISRAEL AMPLIFIED)) Keynote 8/9/2009 Land of Extraordinary Combinations
39. Israel’s Nation Branding Program ((ISRAEL AMPLIFIED)) Keynote 8/9/2009 Great Things are Happening Here
40. Israel’s Nation Branding Program ((ISRAEL AMPLIFIED)) Keynote 8/9/2009 Ancient Land With a Pioneering Spirit
41. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009 Most people don’t care about politics and conflict When asked who they were more supportive, IL or Pal 27% were more/much supportive of Israel 16% were more/much supportive of Palestinians 57% felt equal, neither or had no opinion Conflict won’t stop people from buying Israeli When asked if they are less likely to buy if it’s Israeli 2% said they wouldn’t buy a product from Israel 8% said they would think about it but would probably buy 90% said it would make no difference or be a reason to buy Research Results
42. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009 Overall transformed positively by messaging Similar numbers on desire to visit and general sympathy Research Results
43. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009 All of the videos performed relatively well But the Fusion video was best in every category but one The Hasbara video was last in every category but one The Fusion and Big Heart videos were clearly the winners Six questions were asked about the videos Liked idea? Range 49%-63% Appealing? Interesting? Range 48%-62% Exciting? Range 37% -45% Credible? Range 40%-45% Learn more? Range 45%-54% Overall impression improved? Range 39%-46% Research Results
44. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009 In the videos and the verbal concepts, the human, people-oriented messages were the most Except for U.S., China and India, Israel’s high tech expertise was relatively unknown. High tech and green tech, as functions of a people who care, innovate and get things done, are powerful Research Results
45. Israel’s Nation Branding Program Research is done and under analysis The MFA is building support groups in trade, community, NGO and general Israeli population Next step is the creation of the “Brand Book” Architecture of the brand: images, messages, copy solutions and applications To be followed by rollout and use Impact of the new government? ((ISRAEL AMPLIFIED)) Keynote 8/9/2009
46. Introducing W.I.C.K.E.T.S What is it? Whole Israel Communications Knowledge Education Tactical Spectrum It’s seeing pro-Israel communications as a gestalt ((ISRAEL AMPLIFIED)) Keynote 8/9/2009
47. Introducing W.I.C.K.E.T.S In order to be effective, you and your group must be use in all forms of pro-Israel communications and activity Crisis Communications Watch-dogging the Media Political Action Traditional Advocacy Social and Cultural Activity Beyond the Conflict Messaging and Demonstration To be really effective Get beyond the defensive Get comfortable with long term nature of the struggle to have Israel seen as it should be, not how her enemies want her to be seen ((ISRAEL AMPLIFIED)) Keynote 8/9/2009
48. The Limits of Traditional Advocacy Traditional advocacy is necessary… There are times when we must engage There are times when we must wave the flag But be very careful… “Proving Israel is right….” Can’t always be done Can often be a Pyrrhic victory Can alienate some who are persuadable Learn to “acknowledge the question and bridge to your message.” A crucial skill and tactic that needs to be learned and practiced ((ISRAEL AMPLIFIED)) Keynote 8/9/2009
49. The Key To Communications Success. Period. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009 Words that Work IT’S NOT WHAT YOU SAY , IT’S WHAT PEOPLE HEAR
50. The Key To Communications Success. Period. The best communications practice begins with the question “Who is the audience?” Then comes the question “What is the objective? To be really effective Know the vocation, avocation, problems interests of the people, groups and communities you know Then tailor your tactic and your Israel-related information to fill that need, to satisfy that curiosity, to exploit that situation You won’t have to talk about occupation and politics if you know a more direct route to the audience’s attention ((ISRAEL AMPLIFIED)) Keynote 8/9/2009
51. ((ISRAEL AMPLIFIED)) Keynote 8/9/2009 First an unpaid advertisement: www.israel21c.org www.israelity.com www.youtube.com/israel21cdotcom Then a plug for someone: larry@paradigmmaker.com 818 613 8799 Thanks very much. A Final Word or Two
