The Netanyahu Brand

Benjamin Netanyahu is not your run-of-the-mill politician. He is a brand – a carefully crafted symbol with global reach. Like Nike, Apple, or Spam, the Netanyahu brand has loyal consumers, impressive market penetration, and a flair for reinvention. And much like any strong brand, it’s made its founder very, very rich.

Fact is, it made Israel rich, too. The Netanyahu brand was a magnet for venture capital, helping Israel’s high-tech sector blossom like a cherry tree in Palo Alto (creating The State Up Nation brand).

The Netanyahu brand was irresistible. He bolstered Hamas (in pursuit of a now-obviously flawed strategy), watched while Hezbollah plotted, and sat while Iran surrounded Israel – but Israelis trusted him. Charmed by charisma, we weren’t listening. He told us what he was doing. He didn’t lie to us, at least not back then.

Ten years ago, if you had asked any supporter of Israel to describe the Netanyahu brand, you’d hear words like: “Security”, “Strong economy”, “Jewish identity”, and “Tough on Palestinians”. It was a concise, market-tested value proposition.

Ask today, and you’ll get something different. Abroad, the Netanyahu brand has taken a nosedive. If he were a candy bar, he’d be pulled from the shelves for suspicious ingredients, never to be returned.

Once a standalone powerhouse, Netanyahu has now franchised himself out to a lineup of sub-brands that make consumers nostalgic for the original. Among the new family of Netanyahu™️ partners:

• The Levin brand – not fond of democracy’s pesky checks and balances.
• The Ben-Gvir brand – not fond of Arabs and protesters.
• The Rothman brand – not fond of hostage families.
• The Amsalem brand – not fond of decorum.
• The Smotrich brand – not fond of Netanyahu.
• The Goldknopf brand – not fond of Israel.

That’s some messy co-branding. Most experts would suggest its doomed to fail.

When the Netanyahu brand was strong, it lifted Israel. Now that it’s gone bad, it’s spoiling the national pantry. Today, the brand has come to symbolize security failure, intolerance toward dissent, hostility toward the press, and refusal to accept blame.

The economy – unless you’re Haredi – is floundering, investor confidence has bolted, and the social contract lies in pieces on the Knesset floor.

Even Netanyahu’s most faithful international consumers are rethinking their loyalty. Jewish communities abroad who once defended Netanyahu with the zeal of a brand ambassador now find themselves muttering disclaimers. They’re still comfortable defending Israel post–October 7^th – but defending Netanyahu? That’s a tougher sell.

Branding, after all, is about trust. And the best brands are consistent, delivering value long after the shine wears off. Netanyahu’s loyalists are consumers buying yesterdays’ product and today’s prices They fail to notice the ice cream is now called frozen dessert and the new formula offers an inferior product.

Let’s hope that next time Israelis are presented with a brand choice, they’ll skip the charisma aisle and pick one with less charisma, fewer gimmicks – and a bit more substance.