The Old New Brand of Israel
When recently asked about Israel’s “brand perception” I found myself glibly answering that Israel will have been successfully branded when an Israeli comedian appears on an American sitcom. But there’s some truth to it. Popular shows were successful in softening otherwise harder images by successfully and humorously raising and asking pointed questions. The question(s) behind Ralph Kramden’s constant search for a get-rich quick scheme were, among others, “what price the American Dream?” And what Jackie Gleason did for softening the “brand” of the working class is what Bill Cosby helped do to refashion the “brand” of African Americans. The mirror Cosby seemed to holding up to his audience was in the form a question we seemed to collectively wonder as late as the 1980s—namely, “black people are actually doctors?”
Translated to the Israel brand, Israel-philes need to help answer many questions. Due to the constant portrayal of the conflict Israel is often seen through a military and/or religious lens. Recent Brand Israel findings suggest that we need to add a human lens and answer inherently moronic but equally persistent questions like “Do Israelis have a sense of humor? Do they cook? Do they eat? In short, do they do anything other than kill innocent Palestinians children? Culture (and often, humor) can be a powerful tool in humanizing and expanding the image of the average Israeli in the eyes of those who will never get to travel there.
I’d love to see an Israeli comedian scheme and fail repeatedly a la Ralph Kramden on the American airwaves (In fact, if you’re a well-connected Hollywood producer type, I happen to have a whole treatment written up for the enterprise) Until then we need to make our friends aware of the humanity and diversity of things Israel.
So enjoy, laugh, and most importantly, send these “branded answers” to these questions your (Jewish and non-Jewish) friends.
“Why do all Israelis take their religion so seriously?” Here’s a recent commercial for Yes TV
“Why don’t Israelis ever laugh at themselves?" Here’s a spoof on an Israeli giving directions. It’s better but not necessary to understand the Hebrew. Just know she’s giving very specific directions.
Do Israelis listen to music? I think the Idan Raichel Project answers that one.
Do Israelis have hope for the future? Some do even enough to dream of a wishing you a very Happy 2008!
