Ido Aharoni, Israel’s Consul General to New York, talks on Knowledge@Wharton about Israel’s nation branding. Watch the full video clip to hear his excellent insights and experience of positioning Israel.
Israel’s brand used to be a producer of conflicts and bad news. When the challenge was defined, instead of trying to win a debate about an issue, he thought Israel should focus on building a relationship that is meaningful to both the country and consumers by broadening the conversation beyond conflicts and finding ways through research to better communicate Israel’s assets such as creative spirit and innovation.
His long-term effort demonstrates what he believes to take to position a place or a nation: the ability to identify your own competitive edge and to communicate that competitive edge to relevant audience.
During the interview, he names the city of New York, Spain, and Croatia as very successful place positioning efforts. Also, he believes that self-congratulatory messages as one of the least effective strategy in place positioning.