Inches to Metric: The Jewish Brand

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What is Our Narrative?

Jews are a strong tribe, a global family. But who are we and what is our narrative? We are a complicated multicultural group. We can’t agree on how to define ourselves and have allowed others throughout history to define our narrative (often negatively degrading us), “all Jews are…” I came across a powerful video by a branding executive discussing our need to create a stronger brand, (click on link) by crafting our own unique narrative.

The Jewish Mystery?

Jews were given an incredible gift, The Torah. Some refer to it as “The Book.” The Torah (five books of Moses) is our most sacred possession. It is the source from which Judaism, Christianity and the Muslim faith stem. The Torah is a collection of stories beginning with the creation of the world; followed by the odyssey of a People wandering/following G-D, becoming the Jewish nation, and settling in Israel.

“We” have heard the stories in the Torah chanted since Our people’s inception. The Torah is handwritten in ancient Biblical Hebrew on a scroll (parchment affixed to rollers). We teach our young to read Hebrew and chant from our scroll. Those fluent in Hebrew (revised/modernized after the creation of Israel) are able to follow the chanted stories each week. Torah is an unattainable mystery to most of the world.

The Torah holds powerful truths.

Our Torah contains the Ten Commandments and is a blueprint on how to live life in a sacred and meaningful way. We are required/commanded to worship one G-D, rest/observe our Sabbath, teach our children Torah. The Torah introduced women rights; divorce, purity rites, rights for widows. We are commanded to honor our mothers and fathers, treat the land respectfully and instructed on how to slaughter animals humanely. We are required to conduct ethical business practices and free slaves after seven years. We were given a court system with judges, and the right to vote. We are instructed to be role models and help make the world a better place. We are partners with G-D.

Opened Torah scroll, Getty Image

 Why are we hated?

Historically societies were fiefdoms with extremely wealthy rulers, all others were enslaved or conscripted into armies. It was easier to control the masses by keeping them uneducated. Our willingness to believe in one G-D and the word of G-D was  revolutionary. We became the “People of The Book.” We were educated deep thinkers and writers who debated, spoke up, and demanded independence. If the ruling elite welcomed us we flourished, if they viewed us as a threat they often turned the local societies against us. We were either persecuted or exiled.

A house divided.

We have a code of laws called Halacha, (the way). Law can be fluid and open to interpretation. One could argue that is how we became great debaters. Unforeseen consequences? The concept of not being a good enough Jew evolved, often one neighbor or community stating “I observe more properly than you.” Jews took the “not good enough” idea to heart.

We recently observed a historical fast day called Tisha B’Av (9th of Av) following the Jewish calendar; commemorating the destruction of our Temple in Jerusalem. We read/chanted Lamentations, a book written by the Prophet Jeremiah; consisting of five chapters chronicling the destruction and exile of Our people. It details how  deeply divided and weakened we were. Our enemies seized the moment and attacked, breaching the outer wall of the city then on the 9th of Av destroying the Temple.

Written repeatedly in Lamentations and the Torah is a warning; if we do not follow G-D’s laws/commandments we will be punished. Lamentations blames the Jewish community for the suffering and exile because they were not good enough Jews. I understand a house divided is vulnerable to attack but to link punishment with not being a good Jew?

“As a Jew”

I became nauseous listening to Lamentations describing the enemy rejoicing in our suffering. What I heard could have easily been details of October 7th. Did we see October 7th coming? No, but one thing is certain, Sinwar (mastermind behind October 7th) saw a house divided, and took the opportunity to strike. What I see happening globally? A Jewish house divided. There are leaders in our community who listened to “the others” narrative degrading us, preaching against Israel, now saying we deserved the slaughter either by G-D’s wrath or by the poor oppressed others. They have adopted anti Zionist dogma. They say “As a Jew” I do not support Israel. These leaders are dangerous.

Always the outlier.

I’m taking “As a Jew” back! I have deep regret, “As a Jew” we did not make it comfortable for those outside our tribe to join us as a Jew by choice. We became insular, only marrying within, adding to our mystery and isolation. There are those who have chosen partners outside our faith, and the pressure remains. Should a partner choose to convert, what type of conversion, who performs it, and will it be accepted in Israel and world wide? Will the convert ever be accepted as a MOT (Member of The Tribe)? I once had a revealing talk with a young convert about her not feeling like a good enough Jew. I laughed and said “welcome to the club, none of us born into Judaism ever feel good enough, it’s part of our DNA.”

What should our narrative/elevator pitch be?

We are fiercely proud, with amazing intellect and creativity. We work hard, and love to compete and excel. We do not agree on much. We have many powerful secrets to our success and much to share with the world.

We are small but mighty now. Please do not try to destroy us, we can finally fight back like a true Maccabi (name of the military in the Hanukkah story). You call us the oppressors? We are David, surrounded by Goliaths (Iran, Hezbolla, Hamas and their sympathizers, Houtis). Our story is one of deep belief, struggle and eternal hope. Click on this delightful link, We Are the Eternal People.

Our beloved old city of Jerusalem. Photo courtesy Beth Kopin