|
StartUps, Inc. |
|
The home of upstart startups. |
|
For more information: |
|
Case Study |
|
Israel is a small country with a disproportionate contribution in science, technology, culture and other innovations for the size of its population. But what the world mostly sees are negative images of war. At the same time as the world’s high-tech countries, Israel amongst them, reeled from the bursting of the ‘Internet bubble’, the country also found itself in the midst of a terror war and the country’s economy suffered a double-impact, especially hard on small– and mid-size businesses. StartUps, Inc. was called in to advise a group of experts in the field of ‘hasbara’, or PR, on the business and operational aspects of creating a plan to address both problems. The concept we created was called Brand:Israel and involved two concurrent initiatives: using branding techniques to improve Israel’s image in the media and therefore in the eyes of the world; and leveraging this positive support for Israel to assist small– and mid-size companies to export their wares in an orderly and coordinated fashion, by preparing centralised marketing and logistics for them in the target markets. Within the commercial initiative we created the “one-off substitution” concept whereby shoppers replace one or more of their usual products with a similar Israeli product once a month; each month this could be a different product. It also created a pipeline for unique products, many of them organic, to be introduced into these markets and positively branded to Israel and abrogated competitive issues with established local brands. |
Brand Israel |
|
Improving Israel’s image and commercial potential |
