Israel stands as a regional economic powerhouse and a global military force—yet it struggles to project itself as a responsible leader. A poor image is not inevitable, but rebranding Israel requires more than slogans or social media campaigns; it demands a bold strategic vision for both the nation and its identity

Sorry if we sound like we're sawing off the branch we're sitting on, but rebranding a country is not about saying, “we need a PR firm to run influence campaigns for a senior political figure.” Nor is it a fantasy in which, if we just come up with the perfect marketing slogan that lands a brilliant checkmate on global consciousness, where everyone will fall in love with us and believe we're right.

To be honest, even in commercial branding, these ideas are fantasies. Brands, like national reputations, are built layer by layer over years and decades—but can vanish in an instant. Think, for example, of the centuries it took Switzerland to become synonymous with the word “discreet,” and the decades it took Credit Suisse to build its brand around that value. Now think of how quickly both brands—national and commercial—collapsed when the bank fell. Israel, a single glance out the window reveals, is no Switzerland.

A process of rebranding a country may be born out of a desire to improve its image—but it is also an opportunity to improve the country itself. And that happens through action

As a country constantly under international magnifying glass, Israel faces complex image challenges that require strategic thinking—and more importantly, strategic action. No clever sound bites—because we're no longer the age for that. Israel stands as a regional economic powerhouse and a global military force—yet it struggles to project itself as a responsible leader. A poor image is not inevitable, but rebranding Israel requires more than slogans or social media campaigns; it demands a bold strategic vision for both the nation and its identity.

The rebranding process of Israel starts with a deep understanding of our moral foundations—the ones that unite us as a group—and our national identity. It also requires bold decisions about what we are willing and unwilling to do. Only after clearly defining our boundaries can we build a credible, consistent image that reflects who we really are—and who we aspire to be. In other words: Rebranding a country is more than a quest to improve its global image—it is an opportunity to transform the nation itself. True change comes not from words, but from actions that reflect values and aspirations.

We're not pretending to present a fully detailed work plan here—not down to “what font should a rebranded Israel use in its official diplomatic letters.” We're aiming more humbly: to sketch a principled roadmap with essential milestones.

Emphasizing Israel’s Democratic Foundations
If the world perceives Israel as a regime on the non-democratic spectrum—ranging from a democracy with an asterisk, to a flawed democracy, to a pseudo-democracy—that doesn’t follow international norms, then the first step is proving commitment to democratic values—not just in words but through actions.

This begins with consciously avoiding actions that contradict these values. U.S. Secretary of State Henry Kissinger, a Jew with a complicated relationship with Israel, once famously said: “Israel has no foreign policy, only domestic policy.” This statement still rings true today—and in our context, it can be reversed: If we want to convince the world that we’re on the good side, we must first look inward and ask if that’s truly the case. It’s not enough to say we’re “the only democracy in the Middle East”—we must prove it in daily life.

That means avoiding alliances with other non-democratic regimes, even if tactically convenient. Strategic partnerships with authoritarian regimes reinforce the idea that Israel is drifting away from Western values, making it harder to position as a partner for freedom and democracy. Including in government racist elements, supporters of Jewish terror against Palestinians, and messianic transfer advocates doesn’t help either.

Respecting International Norms
We’re talking primarily about rule of law and human rights. To rebuild trust internationally, Israel must steer clear of legislation that erodes democratic principles or weakens institutional checks and balances. Every law perceived as restricting civil liberties or undermining democratic norms reverberates globally—damaging Israel’s reputation in ways that are difficult to repair." At the same time, we must prioritize protecting free speech and the ability to challenge authority. A recent incident, in which Oscar-winning documentary filmmaker Yuval Abraham was targeted by ministers and MPs—and even the Hashomer Hatzair movement caved to threats and canceled a screening of his film “No Other Land”—paints Israel as a place where dissent is crushed.

The first step in rebranding is demonstrating a commitment to democratic values—not just in words, but through deeds. One must look inward and ask themselves if they are truly present. It’s not enough to declare that we are “the only democracy in the Middle East”—we must show it through our daily conduct. Presenting the process, even if slow and complex, allows the world to see the positive direction, not just the challenges

Likewise, the judicial overhaul and the long-standing attempt to weaken democracy, under the cynical guise of “fulfilling the people’s will” (which overwhelmingly opposes these changes), harm our image. Recently, Israel narrowly avoided another credit rating downgrade by Moody’s, but the report included blunt advice: change your ways.

Acknowledging and managing disagreements over the judicial overhaul also helps portray Israel as a vibrant democracy where strong but legitimate debates take place.

Setting Short- and Long-Term Goals
Israel prides itself on being the Start-Up Nation—a hub of innovation and creativity. Why not channel this same ingenuity into redefining our political and diplomatic identity? By setting ambitious short-term and long-term goals, we can position ourselves as pioneers not just in technology, but in global leadership.

We understand that the better future we envision won’t arrive tomorrow, but we’re asking the world to walk with us—bumps and all—along the way.

Long-standing avoidance of the elephant in the room is behind much of the mess we’re in—especially since October 7. Israel must declare its intention to resolve the Israeli-Palestinian conflict, one way or another (we’d recommend a referendum with participation from everyone living between the river and the sea).

To regain international support, Israel must lay out conflict-resolution principles that serve both sides—not a zero-sum game, but a win-win scenario, where both parties leave the table smiling.

At the same time, Israel should signal its intent to pursue peace with Arab countries already close to it (like Saudi Arabia, Lebanon, the Kurdish region in Iraq, and even Syria), and declare a vision for regional trade zones, cross-border transportation corridors (already happening with the UAE—even during war), a regional energy agreement based on renewable sources, and joint efforts on shared challenges.

Yes, it sounds a bit like Shimon Peres’s “New Middle East.” But take a moment to consider: why did that idea become a parody? We hear you—terror attacks, wars, hard years. It's hard to dream when there’s so much destruction and death. True, negotiations 30 years ago failed, largely due to extremists on both sides (one side even murdered its own prime minister).
But let us say this: wars have failed far more—big time. Blood, fire, and pillars of smoke.

We were promised more force would bring security, quiet, and peace. They said if Gaza became a soccer field, we’d live in peace. We swallowed the bile and stayed quiet. Gaza did become a soccer field. Do you hear quiet?

So maybe if we start imagining (yes—drawing, speaking, outlining) a better future, we might just find the path to achieving it?

Focusing on Process, Not Just Outcomes
Effective branding focuses not only on the current state, but also on direction and effort. Israel must present the processes it is undergoing, the dilemmas it faces, and the steps it takes to improve. Acknowledging challenges and sharing efforts to address them sends a message of honesty and credibility.

This means speaking openly about complex issues—Jewish-Arab relations, religion and state, regional conflict—and showing work being done toward solutions. Even if slow and difficult, showing the process allows the world to see our positive trajectory.

The world will know how to join the process—if we chart the roadmap ourselves. We must be the responsible adult—not a wrathful, vengeful bully.

Highlighting Inclusion and Diversity Values
In the alternative universe of the Trumpist regime, diversity and inclusion (DEI) became slurs. They’re now part of the alt-right hate culture in the U.S.—and that’s seeping into our own discourse (look at certain Hardal yeshiva leaders).

The sentiment: “When national institutions insist on hiring women, minorities, people with disabilities—they’re weakening our proud, strong nation.”

Those who think we should align with this new, erratic American boss are wrong. Some say it benefits us in the short term. But that short term might be very short. Who will enter the White House on January 20, 2029? No one knows. And yes—Europe still exists.

A successful rebranding strategy must showcase Israel’s commitment to inclusion—actively integrating minorities into government, academia, and business sectors. By emphasizing diversity as a strength, Israel can reshape its narrative from exclusionary stereotypes to one of shared growth and pluralism. We already have laws on the books—minimum female representation on boards, anti-discrimination in hiring and service provision. But are they enforced? Are we meeting these standards? Probably not.
We must enforce them—and highlight our successes: Arab inclusion in government, economy, and academia; advancing women to key positions; embracing diverse communities.

Emphasizing Israeli diversity and integration efforts shows Israel as a pluralistic society striving for shared growth. This helps change the narrative from “Israel excludes groups” to “Israel models a diverse society tackling complex challenges.”

Finding Common Ground with Global Communities
Rather than highlighting Israeli exceptionalism in ways that isolate us from others, we should focus on shared values—innovation, freedom, human rights, and peace. By aligning ourselves with global priorities like climate change, technological advancement, and healthcare solutions, Israel can position itself as an active partner in addressing universal challenges. Highlighting Israeli contributions to global challenges creates a positive narrative of cooperation and responsibility.

Open and Honest Communication
Credible branding requires open and honest communication—especially in times of crisis. Instead of deflecting criticism or going on the defensive, Israel must engage in open dialogue and transparency.

Honesty about challenges, failures, and successes builds long-term trust. That means being willing to face hard questions and provide full information—even when it’s uncomfortable.

Transparency and accountability, alongside lessons learned and a commitment to improvement, strengthen the credibility of Israel’s messaging.

Challenging the Other Side
What is our goal? What are we demanding from the other side? By articulating our regional objectives, we’re also setting behavioral norms for both sides. Rules of the game are key—and we must get the other side to adopt them.
We mentioned a referendum across the entire territory—could the Palestinian Authority refuse such a challenge, one that for the first time recognizes equal personhood in a shared space?

Israel must clearly define how it sees its neighbors—not eternal enemies to be defeated or expelled, but potential partners.
Sounds like a fairytale? Guess how many years passed between the Holocaust and Israel's reparations agreement with Germany? Just four years—1952.

Choosing the Face of the Campaign—and What Kind of Face
In an earlier chapter of this project, we mentioned Moshe Dayan as the face of post-’67 triumphant Israel. In the book Where Were We and What Did We Do by Amnon Dankner and David Tartakover, it’s told that in those days, Israelis traveling to remote places were greeted by people covering one eye with a hand—symbolizing Dayan’s eyepatch. That’s the power of a face that represents a brand.

Dayan is long gone—and we live in a completely different era. Still, finding “presenters” is a good idea. Maybe we need someone fit for our times—a tech entrepreneur who embodies the Israel we want to be and is willing to be the face of the campaign.
We hear Assaf Rappaport owes nothing to anyone anymore.

And finally: Not Just Words, But Deeds That Shape Reputation
Rebranding Israel can’t rely solely on nice words or clever campaigns. These must accompany meaningful actions.
Rebranding requires a deep examination of Israeli identity, a clear definition of rights and weongs, aligning our daily behavior with the values we claim to uphold.

When actions match words, the image naturally improves.