After reading the New York Times op-ed "Israel's Settlers Are Here To Stay, something occurred to me. (This requires developing further.) Due to the ubiquity and availability of social media, it is no longer possible (if it ever was) to develop a nation-brand the traditional way.
National security demands that not everything be transparent; but the expectation of the audience is that brands will always be authentic. A possible solution could be a bolder stance about what the national vision is (rather than trying to please every stakeholder), and also a bolder assertion that there are simply some things that cannot be discussed.
In the context of Israeli settlers' insistence on a one-state vs. two-state solution, this sounds controversial. But in the end, is it better to simply say clearly what it is that your goal is, or to be more circumspect? In a social media age, I am leaning toward the former - but the problem is that such definitiveness can be too divisive to sustain.
Something to reflect on further.
A thought about national security, social media and branding
Dr. Dannielle Blumenthal has pioneered best practices in the federal government while spearheading dozens of digital/social media campaigns, integrated marketing initiatives, and communication efforts. Blumenthal began her career in branding at Young & Rubicam's Brand Futures Group/Intelligence Factory, and launched pioneering social media programs externally and internally at The Brand Consultancy, U.S. Customs and Border Protection, and USAID. She currently serves as the communications director of the Advanced Manufacturing Program at the National Institute of Science and Technology.
A frequently sought-after speaker and frequently published author who has taught marketing at George Washington University, the University of Maryland University College, and elsewhere, Blumenthal has received numerous industry recognitions, honors and awards. These include Klout Top 20% social media producer (2014); SlideShare Top 5% (2013); Meritorious Group Honor Award for website revitalization at USAID (2013); Featured Blog of the Month, USAID (2012); Top 1% most viewed LinkedIn profiles (2012); #2 Most Influential GovLoop.com member (2012); Commissioner's Award, U.S. Customs and Border Protection (2011); IABC-DC Silver Inkwell Award (2008); and more.
Blumenthal is deeply ingrained in the Washington, DC branding and social media best practices community, having revitalized the Institute for Brand Leadership (2001-2003) through a social media campaign; serving on the board of the Journal of Brand Management (2003); co-launching the Federal Social Media Subcouncil (2009); and re-launch the Federal Communicators Network through a successful social media campaign.
She holds a bachelor's degree from SUNY Empire State College, a Ph.D. in sociology from CUNY Graduate Center, and a Graduate Certificate in Organization Development from Fielding University.
Her website is located at www.dannielleblumenthal.com. Follow her on Twitter @thinkbrandfirst.