Wednesday, August 13, 2008

Branding Israel

How to Get the World To Hate Israel
By Richard L. Cravatts


Mr. Cravatts, PhD, director of Boston University’s Program in Book and Magazine Publishing at the Center for Professional Education, writes frequently on terrorism, higher education, politics, culture, law, marketing, and housing, and is currently writing a book about the world-wide assault on Israel taking place on college campuses.

I believe this is a perspective that those of us who argue against the U.S. alliance with Israeli Jews against Palestinian Arabs should always have in mind. Not that we would agree with every point in the argument, but that we should be able to recognize the good sense in some of the argument. Still, we have only to ask how many Arabs in Palestine lost everything after a Jewish Israel was forced down their throats, and how many Jews in Israel lost have everything over the same period, to understand how Israel has been “branded” in the consciousness of the world.

Cravetts writes: “As part of evaluating the competitive landscape of the popularity of nations, in a process referred to in marketing circles as ‘place branding,’ Israel, to no one’s great surprise, comes up short in brand likeability, ranking last out of 35 nations included in an August 2006 survey conducted by nation branding expert Simon Anholt, even less attractive to respondents than Indonesia, Estonia, and Turkey.

“How could this have happened to a country that is the Middle East’s only thriving democracy and enjoys a remarkably robust economy that has spawned some 1000 startup high tech companies, for example, second only to the U.S.? How, in short, would you go about making the world hate Israel?”

Here is Cravett’s succinct response to his own question, first published on History News Network.

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