How Israel Could Do It Right

3 Potential Strategies for Israel

Yesterday I talked about how Israel is marketing itself all wrong. Today I’ll talk about what Israel could do to create a clear mission. 

When it comes to a marketing strategy, first you want to understand your mission. What is the end game? What are we aiming for? Here are 4 main possibilities (There are more, but these are the most obvious right now.).

  1. Israel will prevail through military means.
  2. Israel will reach a peaceful resolution to the conflict.
  3. Israel will ultimately become a pluralistic society with tolerance for all races.
  4. Israel will continue to struggle along and be reactive and do the best it can. (Current policy.)

Again, I stress I am not recommending any one of these strategies. What I’m doing is giving a politically incorrect analysis of what each future might look like, and extrapolate the 3 key marketing messages. In most cases, for most customers, I tell them there is no way they can communicate more than 3 messages.

But We’re a Democracy!

Correct. This is the true reason we are so schizophrenic. We will not all agree on any of these policies. For the purposes of this blog, let’s just say that if you are political party, you should choose your future vision, not just current tactics. It would, at the very least, be honest. I talk about this tomorrow.

That’s why today I talk about strategies 1-3. Tomorrow I’ll talk about the reality of no strategy, which is what we have for the foreseeable future.

Strategy 1: Israel Prevails Through Military Means

If you believe there will never be peace in our region, then we must prevail during military means.

In this case, tactically, what you’d see is a country that educates its population in a way that would ensure they are prepared for military service. You might have more technical curricula and a higher emphasis on physical education, for example, than we have now. You’d see less concern about social equality, and more emphasis on how to ensure high GDP and high taxes so we can maintain military might.

In this case, from a marketing perspective, I’d suggest these 3 messages.

  • Israel is militarily superior.
  • Human rights are not our problem. The rest of the world can take care of the Palestinians along with the other refugees of the world.
  • We do what is best for our citizens.

Generally speaking, if this is your strategy, you do no publicity. Look how much media you get about the real wars and genocides in the world. By real, I mean the ones where thousands of people are dying. We have over a dozen of those going on, but you hear practically nothing. That’s because those regimes don’t bother trying to look good, and they aren’t sensitive when someone says they are despots. It’s a huge relief on the national budget not to market yourself.

So, for example, in the current situation, if the Palestinians claimed we are killing their children, we would not react trying to tell them how humane we are. Who cares? Our stated goal is to succeed for our own citizens. We wouldn’t apologize. On any day Hamas lobbed anything at us, we would turn off the electricity in the Gaza strip because it’s cheaper than a military operation and works faster.

Currently, the Palestinians are taking advantage of the fact that we care what the world thinks about us. This is a huge weak spot. If we decide we are a military state, we close this gap.

Strategy 2: Israel and the Palestinians Make Peace

In this scenario, we are looking to do everything to create a peaceful resolution. Not only would you see us making changes in our educational system, but you’d see us changing the Palestinian educational system. We would do everything in our power to educate the upcoming generation that it is possible to get along as different people. We would be making sure that peace activists on both sides are protected, and we would be encouraging media on both sides to publish articles that show how joint Arab-Jewish projects are working well.

You’d see us doing things like bringing in Syrian refugees, at least in small numbers, as a publicity stunt to show how much we love Arabs and to educate those Syrians so when they go back they speak well of the Jews.

In this case, from a marketing perspective, I’d suggest these 3 messages, conveying we are the Good Guys.

  • We are peace-loving people and we are willing to sit at a negotiating table with anyone at any time.
  • We are a democracy and we abide by international laws and conventions.
  • We help people all over the world.

In the current situation, you’d see us petitioning the UN and Egypt to do something about the situation with Hamas, rather than taking care of it ourselves.  We’d be appealing to the people in the Gaza strip to help us and we’d be making a huge outcry about how the Hamas is hurting their own people. We might subversively be spending a lot of money on alternative parties in the Palestinian Authority. Or we might also turn off electricity because we don’t want to bomb anyone and that’s the most humane way to stop bombing of our country.

Strategy 3: Israel will ultimately become a pluralistic society with tolerance for all races.

Some people think that the nation-state, as it exists today, will ultimately disappear. They think that Israel will end up being a pluralistic and democratic state, with mixed races. The observe that we are somewhere around 75% Jewish now, and dropping. Perhaps Jews will maintain their majority or perhaps not. In this vision, there is full separation of religion from state, and we will become a pluralistic state.

If you believe this, well, you’d just give citizenship to the Palestinians, and the variety of refugees and migrant workers we have here. You’d end segregated education and you’d teach pluralism, tolerance, and strong democratic values.

In this case, the marketing message might be:

  • We need to find practical solutions so every human being can feel safe, practice their religious beliefs, and have the ability to make a decent living and educate their children.
  • We are a democracy and we abide by international laws and conventions.
  • We will accept any citizen who agrees with that and we seek to unify our government with that of the Palestinians, so we can be one big country.

I don’t know WHAT that would look like under the current situation. Most of the work would be long-term. In fact, it’s the kind of thing that, if you believe this is the future, you probably think it is inevitable. Looking at the map and thinking about migration patterns, a lot of people might think you don’t really need a strategy for this to happen, though you do need a plan if you are thinking of the survival of the Jewish people in this reality. So again, you’d save a lot of marketing costs.

And next…

Tomorrow I’ll talk about the most likely scenario, which is that not much will change and we will just keep hoping for peace without putting too much into long-term strategy.

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About the Author

Rebecca Rachmany



2 Responses to How Israel Could Do It Right

  1. david says:

    The Israeli govt policy is to prefer (4) since it does not believe (1)-(3) are realistic (each for its own reasons).

  2. You have a map at the top of this post that I’ve seen on oh-so-many right-wing Web sites, showing the Arab/Muslim world, and showing how tiny little Israel is so unfairly singled out.

    Yeah, Israel is unfairly singled out. No question about that. But the map shows not only Arab countries, but also many Muslim ones, including ones with whom we have relations (e.g., Turkey and Uzbekistan). The Iranians and many other peoples hate the Arabs, and hate being called Arabs, so I don’t think that it does anyone any favors to include them in such a map. Ditto for all of the former Soviet republics.

    The other thing that such a map ignores is that fact that there were and are Arabs who lived in Israel (or before that, Palestine). Yes, many migrated here over the last 100-150 years, as conditions improved, partly thanks to the British and the Jews. But they were here, and some of them were here for an awfully long time.

    To say that Arabs shouldn’t cry over losing their homes in Jaffa because they could move to Cairo, Beirut, or Syria isn’t fair or realistic. And it ignores the fact that while Arabs do have a sense of unity, and they proclaim the importance of the Arab nation, they tend to be fractured along sub-ethnicities, religious factions, and even nationalism as much as Jews are.

    Bottom line, I’m not sure if you put that map there for sarcastic, mocking reasons or if you thought it was a good thing to put up — but I don’t think that it helps your point. If you meant to be sarcastic, then I think that you should say as such. And if you put it up there in seriousness, then I think that you should remove it, because it takes away from the insights that you’re offering.

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