The war in Gaza has been exploited by antisemites around the world to paint Israel as public enemy No. 1, and many Israelis are increasingly concerned about what that might mean for their future.

Jerusalem has responded by turning to a leading nation-branding expert to help revitalize the Jewish state’s image.

But will the new campaign take into account the most important aspect of Israel’s story, the Bible? Worse, will it attempt to shed Israel’s biblical nature for a more progressive modern look?

Brand.IL

The new branding initiative is known as Brand.IL, and is being spearheaded by a group of business leaders and philanthropists with the aim of significantly improving Israel’s international standing.

Turning to the experts

Simon Anholt, a world-renowned expert in nation branding and the founder of the Nation Brands Index (NBI), is visiting Israel this week to lay the groundwork for this ambitious project. Anholt has been instrumental in branding efforts for numerous countries, including the UK, Japan, Germany, Saudi Arabia and the UAE. His extensive experience and strategic approach focus on actions rather than mere messaging, which he believes are crucial for genuine reputation enhancement.

Survey findings on Israeli sentiments

A survey conducted by the research company Shiluv for Brand.IL reveals deep concerns among Israelis regarding the country’s global image. Key findings include:

• 72% of Israelis feel that Israel is isolated and rejected internationally.
• 75% believe the state is not doing enough to improve its image.
• 68% report that the country’s damaged image negatively impacts national and personal security.
• 80% are worried about the economic implications, such as increased unemployment and a decline in foreign investments and tourism.

Additionally, 58% of respondents prefer to hide Jewish and Israeli symbols when traveling abroad, and nearly half consider leaving Israel. This reflects a significant decline in confidence, with only 30% not interested in obtaining foreign citizenship.

Strategic goals and expectations

Brand.IL aims to elevate Israel’s rank in the NBI from its current position at 46th place to within the top 30. This goal is inspired by the success stories of countries like South Korea and the UAE, which have substantially improved their international images through similar initiatives.

Anholt’s team will engage with key decision-makers across various sectors, including government, military, business, hi-tech and academia to develop a strategic framework for Israel’s rebranding effort. The ranking of countries in the NBI is based on: exports, governance, culture, people, tourism, and investment & immigration.

Broader implications

The survey highlights a pressing need for strategic efforts to counter the negative perceptions following the October 7 events and the subsequent war in Gaza. The overarching aim is to bolster Israel’s global reputation, thereby enhancing its security, economic resilience, and overall standing on the international stage.

As Israel embarks on this branding journey, the collaboration with Simon Anholt marks a significant step towards reshaping how the world perceives the nation, addressing both the immediate and long-term challenges posed by its current international image.

But is it the right approach?

Israel is not the UK, Germany, Japan or the UAE.

The reason most people around the world have any interest in Israel whatsoever is the Bible. For Christians, it is faith in the Bible that draws them to Israel. For secular people and Muslims, it is opposition to the what the Bible says about Israel and her future, even if they don’t always recognize that fact.

Anholt and his team start the process in unfamiliar territory. Global hatred of Israel is obsessive and exaggerated to a degree that is not comparable to attitudes toward any other country. The conflict in Gaza is relatively small, but has somehow become the overriding issue in nearly every nation on earth. There is no logical explanation for that.

Do Anholt and his team recognize the unique nature of Israel’s predicament? Because only in so doing will they realize that the solution must be equally unique. Time will tell.