Martin Kace, MFAD Thesis faculty member and founder of EMPAX, has been in the critical forefront of a new branding campaign for Israel. Invited as a guest critic by the government to address a new campaign being developed by the foreign ministry, in the video (below) he sets forth his fundamental principles on what would make a viable Israeli brand.

"I proposed the inculcation of the conflict and the military into the Israeli brand," says Kace," maintaining that Israel could not deliver a credible brand message without acknowledging them. After all, Israel's technological prowess originates in the army. The same is true of biotech. Most of the great and positive aspects of the country originate in adversity, so the brand message, in my view, must focus on it. Only such acknowledgment can lead to a robust and original brand for the nation."

"video":http://www.youtube.com/watch?v=Gpx6YWc6p5s