Brand Israel?

I did promise to discuss a presentation that was made at the JBlogger's conference regarding the 'branding' of Israel. I thought that Yehuda did a good job of summarizing the concept, so rather than reinvent the wheel, let's take his summary, even if I disagree with some of his editorial comments.Zavi Apfelbaum, Brand Manager of the Foreign MinistryZavi spoke about Israel's image problem being