Wednesday, November 05, 2008

Challenge of Branding

As a good follow-up to my previous post, I want to ask my readers to take note of this web site:

Somehow, this website does NOT bother me the way Isrealli does. The feeling I get from Isrealli is: "Like us! We're just like you!" The feeling I get from this ad web site is: "We are special! We are cool!"

It's all just gut feelings - no science at all.

What do you think about this second site?


Anonymous said...

it is very slick, i'll say that. here is what I'm sure is an ignorant question but - because they are israeli, are they jewish? all those cool things were invented by jews? it is interesting to me that they have marketed this as israeli but what does that mean exactly. I'm just sayin . . . suzy

Ye'he Sh'mey Raba Mevorach said...

The idea is to show that Israel is good, positive, wonderful, unique, special. Not just a war zone.

And I'd guess it's all or mostly Jews. Though there's no reason why, if something was developed by a team, that the team would not include non-Jews as well...

The idea is to make Israel look good.

Lisa said...

I guess there are all kinds of people. With a diverse audience, you need more than one approach. Even the isReali blog might have some value, even if isn't my thing.

This kind of site appeals to gut feelings, like you said. The good thing about that is that it can get people to take a look at Israel in a positive light who might not have done so otherwise. But it's nothing that's likely to have a long term effect.

It's sort of like the emotional approach to kiruv. Yes, seminars like Discovery and BT programs can provide people with a warm feeling about yiddishkeit, but without something of substance as a followup, it can often disappear as quickly as it came.