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Letting the brand down: Tech companies that hide their Israeliness help lose Israel the image war
David Gillis, "Letting the brand down. Tech companies that hide their Israeliness help lose Israel the image war" (21 December 2004, Globes Online)
Leading text: "Among the dismal facts and figures in a recent survey of Israel's image in the US are two surprising findings. One is that Americans don't think Israelis are bons vivants. The other, which was stressed by Wunderman EMEA vice-chairman and president David Sable when he presented the survey at the very lively session on "Israel as a Brand" at the Globes Israel Business Conference, is that Israel is not perceived as a source of innovation.
We sing and shout all the time about our cutting-edge high-tech, about our pharmaceuticals and biotech companies, about the medical devices developed in Israel, and the average American simply doesn't hear. For him or her (particularly him, according to the survey), Israel is assuredly a place of violence, of Holy sites, perhaps of kibbutzim and oranges, but not, apparently, of advanced technology. Which is a shame, because, according to Sable, inventiveness is an important quality to project in creating a positive image for a company or a country.
On second thoughts, though, should this disappointing finding be such a surprise? Is it not in part a result of deliberate policy on the part of Israeli companies?" [Read Full Article]
Leading text: "Among the dismal facts and figures in a recent survey of Israel's image in the US are two surprising findings. One is that Americans don't think Israelis are bons vivants. The other, which was stressed by Wunderman EMEA vice-chairman and president David Sable when he presented the survey at the very lively session on "Israel as a Brand" at the Globes Israel Business Conference, is that Israel is not perceived as a source of innovation.
We sing and shout all the time about our cutting-edge high-tech, about our pharmaceuticals and biotech companies, about the medical devices developed in Israel, and the average American simply doesn't hear. For him or her (particularly him, according to the survey), Israel is assuredly a place of violence, of Holy sites, perhaps of kibbutzim and oranges, but not, apparently, of advanced technology. Which is a shame, because, according to Sable, inventiveness is an important quality to project in creating a positive image for a company or a country.
On second thoughts, though, should this disappointing finding be such a surprise? Is it not in part a result of deliberate policy on the part of Israeli companies?" [Read Full Article]
posted by Dr.Koudinov @ 24.12.04
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