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The nation of Israel is often in the news, and many times not for reasons its government appreciates. The site of frequent armed conflict, the country often is perceived as a hardline Jewish state - a nation of "Rabbi Rambos." Anxious to reshape public opinion about its image as a war-torn, austere land, Israel's foreign ministry recently sought the services of brand consultants and marketing experts. These efforts to transform external perceptions, especially in the United States, captivated Rajeev Batra, S.S. Kresge Professor of Marketing at Ross and co-director of the school's Yaffe Center for Persuasive Communication.
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