‘A tough sell, but Israel can market itself successfully’
Haaretz - 06/02/2017
Israel has wasted too much time and effort trying to portray itself as the good guy in its conflict with the Palestinians, says Amir Grinstein, an Israeli-born associate professor of marketing at Boston’s Northeastern University who specializes in the interface between marketing and society/public policy. Officials are gradually recognizing that Brand Israel is about many additional things, such as high-tech and fine wines. “I don’t agree with your policies, but you invented the medical device that saved my mother’s life and I appreciate it,” is how he sums up the new approach to winning friends.