From its very onset, Israel has constructed a brand for itself, a powerful gimmick that was predicated on two main pillars: democracy and stability. The main target audience for this brand has been powerful Western states that wielded disproportionate political, economic and military powers. These Western governments, along with their
The task of marketing Israel as “the only democracy in the Middle East” is no longer an easy sell. With the ‘democracy’ pillar crumbling, the ‘stability’ pillar is falling apart, as well. And without stability, investors simply run away.