In marketing, they say that branding is everything. And apparently there isn’t anything these days that can’t be branded — including a presidential trip to Israel.
Believe it or not, President Barack Obama’s upcoming trip to Israel already has a name, and an official logo to go with it is in the works. “Unshakeable Alliance” (*brit amim *, or alliance of nations, in Hebrew) is not just some security operation’s code name. It’s the Israeli government’s first-ever attempt at all-out branding of a visit by a foreign head of state.
With Obama’s past comments about the United States’ “unshakeable commitment to Israel,” and former Secretary of State Hillary Clinton’s remarks about an “unshakeable bond” between the two countries, it wasn’t that much of a stretch to come up with “Unshakeable Alliance.” However, deciding on the official logo seems to be a bit more complicated.
In a savvy public relations move, Prime Minister Benjamin Netanyahu’s government is calling on Israelis active on Facebook to vote for their favorite of three logos commissioned from different graphic artists by the PMO’s National Information Directorate.