So far, the Israeli narrative has been governed by themes like victimhood and the struggle for survival. Accordingly, Israel’s image has been built primarily around the army and has always centered on the conflict with the Arab world – as a result, Israel is perceived as aggressive, withdrawn, without joie de vivre, and therefore negative.
Our politicians keep maintaining the image of Israel as obsessed with power and survival and reinforce Israel’s image as a negative world-presence. Prime Minister Benjamin Netanyahu and Foreign Minister Avigdor Lieberman use every opportunity to compare the Iranian threat to the Holocaust.
Israel will have to decide: it cannot rebrand itself as a liberal, creative and progressive country without being one. Our business sector, our artists and academics are mostly progressive, liberal and creative. But their impact on how Israel is perceived will remain negligible as long as Israel’s politicians and emissaries keep harping on victimhood and survival and as long as its policies are repressive.
This being said, for me the most important point is not how the world perceives us, but how Israel really is. We should care about being liberal, progressive and creative because these are values in themselves. Once the young global elites of the world will see that this is what we are, because we will have changed Israel’s policies, Branding Israel will take care of itself.